Research On The Influencing Factors Of Lurkers' Switching Intention In Domestic Virtual Academic Community

The increasing popularity of virtual academic communities makes it an important platform for researchers to conduct scientific research cooperation,knowledge exchange,and academic activities on the Internet.Studying the willingness and influencing factors of lurkers in virtual academic communities to convert to active users,and promoting the conversion of lurkers to active users,is of great significance to the development of virtual communities.This article defines the concepts of virtual academic communities,lurkers,and lurkers' behavior characteristics,and takes Science Net community as an example,uses the Octopus network data collector to collect public data of community users,based on the user profile method,uses appropriate classification algorithms to identify lurkers in the community.On this basis,based on Push-Pull-Mooring theory,hierarchy of needs theory,social exchange theory,social capital and social identity theory,put forward research hypotheses and construct a virtual academic community lurkers' influence factor model of the willingness to switch.Collect data by issuing questionnaires to lurkers.When analyzing the data of the questionnaire,first perform a descriptive statistical analysis of the sample data,then analyze the reliability and validity of the scale,and finally use the Smart PLS software to analyze the relationship between the model variables to verify the hypothesis,and get the following conclusions :(1)The need for growth as a driving factor has a significant positive impact on the active conversion willingness of the virtual academic community for lurkers.(2)Reciprocity and interactivity as pulling factors have a significant positive impact on the active conversion willingness of lurkers in the virtual academic community.(3)Cultural atmosphere and member trust have a significant positive impact on the sense of virtual community(4)The sense of virtual community as an anchoring factor has a significant positive impact on the active conversion willingness of lurkers in the virtual academic community.On the basis of theoretical research,it is proposed that the virtual academic community should focus on the growth needs of users,improve the quality of academic resources,enhance the user's sense of virtual community,strengthen the interaction and reciprocity between community users,and promote virtual community diving.Convert lurkers to active users and jointly promote the healthy development of virtual academic communities.