Research On Users' Social Interaction Behavior In Academic Virtual Community

With the rapid development of Internet and mobile terminal intelligent technology,the way of public knowledge acquisition has undergone fundamental changes.As an academic service platform,the academic virtual community aims to meet users' knowledge needs,improve users' communication experience,and ultimately achieve its own sustainable development.According to their professional fields and interests,the academic virtual community with the mainstream of Research Gate,Mendeley,Academia.edu,Jingguanzhijia,Xiaomuchong Community and Dingxiangyuan allows users to set up scientific research communities,which forms academic social networks across time and space,and cross multi-filed and spreads individual social influence and academic influence through social interaction activities,so as to enhance the core competitiveness of the community's sustainable operation and development.However,there are such problems in academic virtual community as low user activity and lack of social motivation,which seriously hinders the efficiency of knowledge transfer in the community.How to stimulate users to participate actively in interaction,share and contribute more valuable information resources,and how to improve the ability of community knowledge service are a practical problem faced by the survival and development of academic virtual community.Starting with the social interaction behavior of users,based on relevant theories and previous research results,combined with qualitative and quantitative research methods,this paper deeply analyzes the mechanism,influencing factors,social network structure,behavior characteristics and evaluation of social interaction effect of users in academic virtual community,and puts forward the targeted guidance strategies.This paper mainly carries out the related research from five aspects:(1)Analyzing the mechanism of users' social interaction in academic virtual community.Based on the theory of needing-hierarchy and motivation theory,this paper analyzes the knowledge motivation,achievement motivation,social motivation and emotional motivation of users' social interaction behaviors in academic virtual community,constructs a model of users' social interaction motivation in academic virtual community by using system dynamics method,and explains the driving effect of four kinds of motivation on social interaction behavior.The elements of users' social interaction behaviors in academic virtual community are divided into three parts: the subject elements of social interaction,including domain experts,ordinary users and user community of academic virtual community;The object elements of social interaction including platform's information provided,users' information shared and users' information generated;The environment elements of social interaction,including policy environment,cultural environment and information system environment;The technology elements of social interaction,including network stability,system security and knowledge fusion technology.Based on the social network theory,this paper demonstrates the formation of social relationship network and knowledge relationship network in the social interaction activities of users in academic virtual community,and analyzes the two-way relationship structure,three-way relationship structure,star topology structure,ring topology structure and network topology structure of social interaction network.Based on the S-O-R model,this paper reveals the formation mechanism of users' social interaction behaviors in academic virtual community from stimulus recognition stage(S)-information processing stage(O)-behavioral response stage(R),and constructs the mechanism model of users' social interaction in academic virtual community.(2)Identifying the influencing factors of users' social interaction behavior in academic virtual community.Based on the S-O-R model,information system success model and technology acceptance model,combined with the structural characteristics of users' social interaction network in academic virtual community,this paper constructs a theoretical model of influencing factors of users' social interaction behaviors in academic virtual community.According to the model,the stimulating factors include information quality,system quality,service quality,network density,network centrality and connection strength,and the organic is related to users' perceived usefulness,perceived ease of use,social interaction attitude,social identity perception and self-efficacy;and the reaction is the users' social interaction behavior in academic virtual community.By using structural equation modeling method,through the questionnaire survey of typical academic virtual community users,an example verifies the rationality of the hypothesis model.The results show that information quality and service quality have a positive impact on perceived usefulness;perceived ease of usefulness on perceived usefulness;perceived usefulness and perceived ease of usefulness jointly affect social interaction attitude and then affect social interaction behaviors;network centrality on self-efficacy;connection strength on social identity;social identity and self-efficacy act together on social interaction behavior.In addition,the correlation between system quality and perceived ease of usefulness,and between network density and social identity did not reach a significant level.(3)Mining social interaction network structure and user behavior characteristics of academic virtual community.Based on the social network theory and analysis framework,this paper adopts data mining technology and crawled the interactive behavior data of users in the Xiaomuchong academic virtual community.Combined with the social network analysis tools Ucinet and Gephi,the paper was respectively analyzed from the macro layer-overall network structure,the meso layer-internal sub structure network,and the micro layer-individual network structure.The overall network analysis results show that the overall network density is low,the distance between user nodes is far,and the correlation is not strong.There are many scattered individuals and subgroups in the network.The user social interaction under the overall network structure presents the characteristics of low density and low level,the coexistence of centralization and decentralization,and the vulnerability of the relationship network structure.In the analysis of the relationship between the two-way of the internal substructure network,the two-way interaction between users is missing,and there is no deep communication and interaction,and most of the interaction content does not have substantive value and significance.In the analysis of tri-partite relationship,most users form a star topology structure,and they prefer to concentrate on core users,which leads to highly concentrated resources and single information channel;agglomerative subgroup analysis shows that interaction among subgroups is relatively sparse,there are multiple isolated subgroups,users in the core area interact frequently,and members have good force of cohesion and control,while the users in the edge area have no contact with the core area,and their willingness to interact is weak;through the analysis of network centrality and structure hole,it is found that there are a few users in the core node of social interactive network,92.13% of users are at the edge of the network,far away from the central node,the degree of interdependence between users is not high,and the poor overall network connectivity is obvious.There are 36 users in the network,who occupy most of the structural holes and are the potential leaders of the network.The social interaction behaviors of users have the characteristics of asymmetry and the combination of point-to-point and point-to-face.(4)Evaluating the users' social interaction effect in academic virtual community with matter-element extension method.Based on the theory of hierarchical tower model of remote interaction,combined with related research results and the characteristics of users' social interaction behaviors in academic virtual community,this paper constructs an evaluation index system of users' social interaction effect in academic virtual community,which consists of four dimensions and 18 indexes including operation interaction,information interaction,emotion interaction and concept interaction.By selecting the users of the academic virtual community as the research object,the paper evaluates the user socialization interaction effect of the academic virtual community of Xiaomuchong with matter-element extension evaluation method,calculating the classical domain,node area,object element to be evaluated,index weight and correlation function.The results show that the overall interaction level of the community is "general " and tends to be " good "(the eigenvalue is 2.56),indicating that there is still room for further improvement.In order to avoid the deviation caused by subjective factors in traditional evaluation methods,this paper extracts the sensitivity index and uses the objective weighting method to verify the effectiveness of matter-element extension evaluation method.(5)Putting forward the guiding strategy of users' social interaction behaviors in academic virtual community.Based on the mechanism,influencing factors,social network structure and behavior characteristics,interaction effect evaluation of users' social interaction behaviors in academic virtual community,combined with relevant theories and empirical analysis results,this paper puts forward guiding strategies for users' social interaction behaviors in academic virtual community from the aspects of social platform environment,network structure and user perception-cognition.This study enriches and improves the theoretical system of knowledge management in academic virtual community from the theoretical level,also it expands and deepens the theoretical framework and application scenarios of S-O-R model,and provides theoretical guidance for improving the socialized interaction effect of academic virtual community.From the practical level,this research digs out the motivational factors that affect the user's social interaction behaviors,deduces the formation mechanism of the user's social interaction behaviors,and fully understands the logical relationship behind the user's interaction behaviors through the network structure analysis,which is conducive to the academic virtual community service subject to grasp the user's needs and behavior evolution path,and to carry out targeted organization and guidance of users' social interaction behaviors.Through the knowledge leverage,it can accelerate the efficiency of knowledge transfer and enhance the core-competitiveness of academic virtual community.