The Influence Of Different User Interaction On Continue Participating Intention In Content-based Virtual Community

Virtual community plays an important role in Internet society. It satisfies two basic human demands: information and relationship search. What’s more, virtual community also faces violet competitions, different kinds of community take place of each other and divide up the market. So it’s significant for community organizers to identity the key point of consumers’ demand and improve the service quality and specialty. Keep customers’ continuance attention and interest is on the top list of every virtual community.Based on the previous research results and actual marketing environment, this paper focuses on the key nature of virtual community: interaction, and set continuance participation of community as final variable which reflects the continuance operation of community. Then use the theory of Bagozzi(1992)’s Attitude Theoretical Framework to study on the mechanism of how the interaction behavior impacts the continued intention to participate through cognitive community identity and emotional attachment. The research object of this paper is the content-based community. We classify the interactive behavior according to the behavior subject into two types. They are human-computer interaction and interpersonal interaction. Human-computer interaction refers to the users behavior of storing hypertext contents or the users’ participation of websites content. In virtual communities, human-computer interaction refers to the communication between the users and the whole community. Interpersonal interactions emphasize the interactions between users, which refer to the interactions between users through computer. This paper focuses on the human-computer interaction in content-based virtual community, while emphasis on social relationships in virtual communities, and to explore the practical implications of interpersonal interactions to continued willingness to participate.On the basis of 205 valid questionnaires of Douban community users, we use SPSS19.0 and AMOS17.0 to analysis the data and verify structural equation model. Then, we draw some conclusions, and put forward relevant proposals for the operation and management of virtual communities. The followings are some important theoretical results:Firstly, in content-based community, interaction do has significant impacts on community identity, emotional attachment and continuance participation intention. And the influence of human-computer interaction occupy more important than interpersonal relationship. Then people will build attachment to the community based on the common identity and to other users based on common bond. The emotion attachment to community differs to attachment to other users. Based on the data analysis, both of attachment have impacts on continuance participation intention. And attachment to community can result in the one to interpersonal. Third, the way interaction works on community continue using intention is through common identity and emotional attachment.