A Research On The Sense Of Belonging Of Virtual Community Participants

In recent years, with the development of interactive technology network, large numbers of virtual communities based on Web2.0 technology came up. Tianya,Mop generated network events and network as the important role of public opinion;Taobao became an important site for e-commerce; social networks also developed quickly, became an important network of people communicate. To build a successful virtual community, not only is the hardware configuration of the reasonable and perfect, more important is to focus on participants to generate the level of sense of belonging. Because virtual communities within the equivalent of insider groups, allows the individual to stay in a group, of which there is an important factor is that people need to participate to a certain group or get their sense of belonging in order to avoid the isolation of the individual. The formation and establishment of virtual communities, the reality is different from the formation of communities, free from time and space constraints, the interaction between participants is also no pressure, it can be based on your preferences, select the community to participate in discussions to form a unique sub- circle. ID users and their virtual community as represented by the virtual community involved in what in the end have feelings, whether vested in the pursuit of reality the same communities have a sense of belonging to virtual communities, the specific factors that influence their sense of belonging and which, it is this study attempts to clear the problem.Members in a virtual sense of community to evaluate the virtual community is to help managers operate more effectively an important means to the community. Will help participants clear their needs to understand the identity of online and offline identity integration and unity. Sense of virtual community is currently on the specific factors of the measurement system did not improve, learn from the study of sociology, psychology, theory and existing research results, in the sense of scale have been based on the questionnaire form by collect and analyze the factors that affect the sense of belonging to community members, rich scale. The reliability and validity analysis, based on the extraction of factors make the corresponding regression analysis, the sense of virtual community participants factors of community satisfaction, identity, community identity and participation in acts attributable to the four required aspects.