An Empirical Study On The Influencing Factors Of Users' Continuous Use Intention In Virtual Community

With the continuous development of information technology,the Internet era has greatly changed the state that people can only rely on books and periodicals to passively obtain information.Searching for knowledge and information is an important purpose for people to use the Internet.The virtual community has also become one of the important spaces for information production and communication.Here,network users do not have to be constrained by the limitations of geographical space.They have no time limit and can communicate with each other in a public open virtual environment.Capture and produce information.The users of the virtual community have a core role and are the foundation of the community.The users are connected to each other and constitute a virtual community.People can freely communicate with different individuals or groups and form their own social network to obtain the personalized needs they need.information.At a time when the status of the virtual community is becoming more and more important,the development of the Internet ecosystem has spawned various virtual communities,and a large number of users ha've also flocked to the virtual community.The information content in these virtual communities is mixed,and the situation is getting worse.Many of them have excellent professionalism.The community is also facing the problem of declining quality of information content.At the same time,the experience of users is also declining,which has led to the loss of many virtual community users.The most powerful community is also facing this problem.The academic community has already conducted research on the willingness of users to continue to use,and in recent years has also paid more attention to the impact of information quality in virtual communities.No one has studied the differentiation within the community.This paper chooses to know the community as a case.From the perspective of the user's perception,combined with the research theories and models of the predecessors,the hypothesis model is proposed.The information content quality,perceived usefulness,and perceived pleasure are combined as research variables to explore their relationship with the user's willingness to participate.Data were then collected by questionnaire survey,and reliability and validity tests,correlation and regression analysis were performed.Through analysis,information quality,perceived usefulness,and perceived pleasure are both positively correlated with the satisfaction of users.Perceived usefulness,perceived pleasure and satisfaction all have a significant positive correlation with the user's willingness to continue to use,and the quality of information content has a significant correlation with perceived usefulness.Finally,the following suggestions are put forward for the operation of the virtual community:focus on improving the quality of the information content of the virtual community,emulating the B-station strategy,starting from user education;increasing technical means,implementing measures for spam management;strengthening the cultivation of seed core users,improving the core The storage rate forms a powerful siphon mode;actively introduces multi-industry experts,expands the information pool,improves the quality of information;optimizes the information display page,and actively enhances the user experience.