【作者】 袁法奎；

【导师】 王瑞飞；

【作者基本信息】 浙江大学 ， 企业管理， 2010， 硕士

【摘要】 网络的迅猛发展,开始对传统的消费模式提出挑战,截止2009年,网络的购物比例已经超过23%,不仅如此,这个比例仍有快速增长的可能,越来越多的人开始被网络购物便捷的优势所吸引。评价型非交易虚拟社区在这样的背景下应运而生,它就如实际生活当中的导购员,帮助人们分析和评述众多产品的质量、口碑、用户反馈等各种信息,大众点评网、口碑网就是其中最为典型的社区。社区中的成员通过信息的共享,获取各自所需的信息,从而为做出最为合理的消费决策。作为网络队伍中的主力军——青少年群体,他们对网络的依赖性越来越强,在遇到问题时,网络已经成为了他们寻求帮助的一个非常重要的途径。一些具有商业嗅觉的企业家正是因为这一趋势,开始加大对评价型非交易虚拟的关注,并试图以此为基础,寻求盈利的可能。本研究从评价型非交易虚拟社区成员的知识共享活动出发,探讨知识共享活动对社区成员忠诚度的影响方式和影响结果。最后的实证结果表明,知识共享活动对社区成员忠诚度具有正向的影响作用,并且知识共享是通过社区参与、社区促进、关系转换成本、过程转换成本和心理转换成本来影响社区成员忠诚度的。本文希望通过对理论模型的验证,让社区经营者对社区中的知识共享活动引起重视,进而提升社区成员的忠诚度,为社区的发展和盈利提供最基本的保障。更多还原

【Abstract】 The rapid development of the internet is beginning to challenge the traditional consumption patterns. By 2009, the proportion of Internet shopping has exceeded 23%. Not only that, this ratio is still in the rapid growth phase, more and more people are attracted by the online shopping by its advantages, and the evaluative virtual community based on non-trading came about in such a context, which as a Purchasing Guide in real life to help people analyze and comment on a number of product quality, reputation, user feedback and other information. For instance, the dianping.com and koubei.com are the most typical communities. The members of the community through information sharing, access to their required information, so as to make the most rational consumption decisions.As a major force in the internet world, the youth groups are increasingly dependent on the internet. In case of uncertainty about shopping decision, the youngsters often turn to the internet to seek help, and they consider this as a very important way to optimize their consumption decisions. Because of this trend some businessman with keen senses are starting to pay increasingly attention to this trend and attempt to acquire their target interests based on the evaluation of the virtual non-trading.In this study, we investigated the members’ knowledge-sharing activities of the virtual community based non-trading, and base on that, we studied the knowledge-sharing activities’ action mode and outcome on the loyalty of the members to the community. The final empirical results show that knowledge-sharing activities have a positive influence on the loyalty of community members, and this action outcome take effects through the community involvement, community promotion, relationship switching costs, process switching costs and psychological switching costs.We hope that this study could make the community managers attach more importance to the knowledge-sharing activities for our revelation by the theoretical model, thus, enhance the loyalty of members of the community, and provide more basic security measures to the community growth as well.更多还原