Research On The Impact Of User Community Interaction On User Entrepreneurial Intention

Under the strategic background of the era of common prosperity,user entrepreneurship has increasingly become an important practical activity to exert the wisdom of ordinary people and promote the realization of the goal of common prosperity.Entrepreneurial intention is generally regarded as an important cognitive precursor of entrepreneurial activities.Therefore,in order to effectively stimulate the entrepreneurial vitality of users,it is necessary to deeply analyze the pre-influencing factors of user entrepreneurial intention.The online platform represented by the user community provides an important medium for users,enterprises and other multi-entities to communicate across the limitations of time and space.Users’ community interaction activities promote their cognition of products and markets as well as the construction of interpersonal relationships,and enable users to identify community value and their own entrepreneurial potential,which positively affects the generation of user entrepreneurial intention.In view of this,based on the user community context,this study explores the impact mechanism and boundary conditions of user community interaction on user entrepreneurial intention based on Stimulus-Organic-Response Theory,Cognitive-Affective Personality System Theory and Social Network Theory,and then provides a theoretical explanation for the generation of user entrepreneurial intention.On the basis of case studies and literature analysis,this paper constructs a theoretical research model of user community interaction on user entrepreneurial intention.On this basis,11 research hypotheses are proposed to deconstruct the direct effect path of user community interaction on user entrepreneurial intention,the indirect effect path of user community interaction on user entrepreneurial intention through user community perceived value and user entrepreneurial self-efficacy,and the moderating role of lead userness in the process of user community interaction on user entrepreneurial intention.Subsequently,386 valid questionnaires were collected using the questionnaire survey method,and the questionnaire data were analyzed and processed to test the relevant theoretical hypotheses.The main findings and conclusions were as follows:Firstly,user community interaction is an important pre-influencing factors that affects user entrepreneurial intention.Stimulus-Organic-Response Theory shows that external situational are the root of influencing the generation of individual behavioral intention,which provides perspective enlightenment and theoretical support for understanding the influence of user community interaction on user entrepreneurial intention.Research shows that users can not only effectively obtain and integrate entrepreneurial resources through user community interaction activities,but also effectively identify and utilize valuable entrepreneurial opportunities in the process of community interaction,thus positively influencing the generation of user entrepreneurial intention.Secondly,the perceived value of user community and user entrepreneurial self-efficacy play an intermediary role between user community interaction and user entrepreneurial intention.In terms of the mediating effect of user community perceived value,user community interaction activities will make users perceive the information value and social value of the community,and then positively affect the generation of user entrepreneurial intention.In terms of the mediating effect of user entrepreneurial self-efficacy,users can obtain positive feedback related to products and markets through community interaction,enhance their awareness of their entrepreneurial potential,positively influence the generation of entrepreneurial self-efficacy,and further promote user entrepreneurial intention.Further,based on the Cognitive-Affective Personality System Theory,this study deconstructs the chain mediating role of user community perceived value and user entrepreneurial self-efficacy in the relationship between user community interaction and user entrepreneurial intention,that is,users’ community interaction activities will promote the perception of community value,then,have a positive impact on entrepreneurial self-efficacy,and finally promote the generation of user entrepreneurial intention.Finally,lead userness will regulate the relationship between the perceived value of user community and user entrepreneurial intention.As a factor at the individual trait level,lead userness provides an effective supplement for in-depth analysis of the generation of user entrepreneurial intention,and is an important individual factor for understanding the differences in the level of entrepreneurial willingness of different users in the same community.At the same time,it is also an important individual factor to understand the different levels of entrepreneurial willingness of different users in the same community.The reason is that high lead userness represent that users have high expectations for product income and can conceive innovative ideas ahead of market trends.Therefore,after identifying the value of the user community,users with a high degree of leadership are more likely to meet their own needs and develop their own entrepreneurial potential through entrepreneurship,and usually have higher entrepreneurial intention.The theoretical contribution of this study is mainly reflected in the following three aspects.Firstly,different from previous scholars who mainly focused on the influence of user community on firm innovation performance and firm loyalty,this study explores the relationship between user community interaction and user entrepreneurial intention from the perspective of users,which not only advances the research on the results of user community interaction from the enterprise level to the individual level of users.Moreover,it promotes the user community related theories to the user entrepreneurship field.Secondly,based on the Stimulus-Organic-Response Theory,this paper deconstructs the specific influence path of user community interaction on user entrepreneurial intention,and initially constructs an analytical framework of “community context-individual perception-behavioral intention”,which provides a new idea for cognition of the formation of user entrepreneurial intention and enriches the theoretical research on user entrepreneurial intention.At the same time,it expands the application boundary of Stimulus-Organic-Response Theory in the field of entrepreneurship.Thirdly,based on the basic logic of the interaction between individual factors and situational factors,this study explores the moderating role of lead userness in the process of user community interaction impacts on user entrepreneurial intention,which not only enriches the cognition of the boundary conditions for the generation of user entrepreneurial intention,but also provides a perspective for understanding the relationship between user innovation and entrepreneurship.