| 专业虚拟社区的用户创新激励——基于社会网络分析 |
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| 引用本文： | 谷斌,陈晓双.专业虚拟社区的用户创新激励——基于社会网络分析[J].科技管理研究,2021,41(2):145-153. |
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| 作者姓名： | 谷斌 陈晓双 |
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| 作者单位： | 华南理工大学经济与贸易学院,广东广州510006 ;华南理工大学经济与贸易学院,广东广州510006 |
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| 基金项目： | 科技部2021-2035年国家中长期科技发展规划重大问题研究任务"面向2035年科技创新促进入类命运共同体构建研究" |
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| 摘 要： | 研究在专业虚拟社区中如何激励用户创新。提出专业虚拟社区成员创新的影响因素为社交需求、获得关注需求、自我实现需求以及社区联结程度;通过社会网络分析法识别意见领袖,并以意见领袖为中心构建成员网络关系,分为中间层、边缘层和意见领袖;基于成员网络关系,结合创新的影响因素分析成员创新行为产生的动机,并以MIUI社区为例进行实证分析。研究发现:专业虚拟社区成员的联系越紧密越有利于创新,靠近意见领袖的中间层表现出社交需求,距离意见领袖较远的边缘层表现出获得关注的需求;对比流失的成员,留存的成员表现出自我实现的需求促使其产生创新行为。最后基于研究发现,给出管理启示包括:企业应多关注专业虚拟社区的创新激励建设,提高社区联结程度,满足成员的社交需求、获得关注需求和自我实现需求。
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| 关 键 词： | 专业虚拟社区 创新激励 社会网络分析 |
Customer Innovation Incentive for Professional Virtual Community:Based on Social Network Analysis |
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| Gu Bin,Chen Xiaoshuang.Customer Innovation Incentive for Professional Virtual Community:Based on Social Network Analysis[J].Science and Technology Management Research,2021,41(2):145-153. |
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| Authors: | Gu Bin Chen Xiaoshuang |
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| Institution: | (School of Economics and Commerce,South China University of Technology,Guangzhou 510006,China) |
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| Abstract: | This paper studies how to motivate users to innovate in professional virtual community. The paper proposes that the influential factors of professional virtual community member innovation are social needs, attention needs, selfrealization needs and the degree of community connection, identifies opinion leaders through the analysis of social network, and takes the opinion leader as the center to construct the member network relation, divides the network relation into the middle layer, the edge layer and the opinion leader, analyzes the motivation of members’ innovation behavior based on the members’ network relationship and the influencing factors of innovation, and takes MIUI community as an example for empirical analysis. The results show that: the closer the professional virtual community members are connected, the more conducive to innovation, and the middle layer near the opinion leader shows social needs, the edge layer far from the opinion leader shows the need to get attention;compared with the lost members, the retained members show self-realization needs to promote their innovative behavior. Finally, based on the research findings, the management implications are as follows: enterprises should pay more attention to the innovation incentive construction of professional virtual community, improve the degree of community connection, meet members’ social needs, attention needs and self-realization needs. |
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| Keywords: | professional virtual community innovation incentives social network analysis |
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