Study On The Impact Of Business Social Network Site Users' Participation Behavior On Social Capital

In recent years, the influence of Internet on the social capital is universal concerned. With the development of social networking sites, more and more studies focused the relationship between social networking site and social capital. But most of the current studies focus on the Psychological factors which motivation of participation rather than from the perspective of behavioral factors to explore. And the most studies tend to study the campus social network site that base on classmates'relationship, but the studies on the other types of social networking sites are not enough. Business social networking sites and other types of social networking website's difference lies in the nature of its users. Most of users in business social networking site are business elite, which means these resources that set in network is more valuable and available. The participation behavior of the users related to his or her interaction frequency and interaction extent ,which affect the social capital that users possess in the network. Meanwhile, business social networking site establish offline"activities"platform for users, so users use this platform to converse his or her online and offline social capital. This article is along the users route of participation behavior in business social networking sites to research the social capital change, and reveals the internal action mechanism, On one hand, it can enrich and develop the social capital theory; on the other hand, it can give forward better management strategy for business social networking site.Based on social capital theory and the participation behavior theory , this research select a certain business social networking sites in China for study platform, and research objects are the members of the business social networking sites , with their participation behavior cut in, and divide social capital into online and offline. We explored the impact of participation behavior on social capital, as well as the relationship between online and offline social capital. In addition, the paper consider the characteristics of research objects, joining the occupational factors in order to examine the role of the users'personal professional experience participation in participation behavior and the online social capital.In this paper, quantitative research method was used, and the Web Crawlers collected 1334 valid data in two phases. using the excel to analyze the sample distribution. And structural equation model analyzed data collected by confirmatory factor analysis, and the theoretical assumptions fit index were assessed to test the hypothesis of each path, and discussed the relationships between variables. Study found that the impact effect of participation behavior of users on online social capital is significant, as well as users'professional experience had Significant correlation with participation behavior. But the results also indicate that the users'online social capital is no significant association with offline activities. According to the conclusion of this study, this paper made some practical recommendations to the operators and managers of the business social networking site: develop and use of personalized applications, enhancing the users experience and promoting the participation behavior of users, increasing the amount of the user's online social capital; strengthen construction to the offline activities platform, and fully mobilize the participation desire of users, increasing user stickiness.