Values?Norms And Identity:Intention Of Continuous Participation In Wechat Knowledge Communities

With the advent of knowledge economy,the demand for knowledge brought about by information,experience,skills and resources is also increasing,in addition to basic education.Knowledge community is one of the most important platforms where people show ego and acquire knowledge.In the Information Ocean,like-minded people with common interests,hobbies and interests can share knowledge and grow up together.Engaging in knowledge services,on the other hand,some people also need to maximize the value of knowledge through knowledge community,knowledge community can be seen as the way of knowledge to liquidate.The cost of connections between people has been greatly reduced by Internet,and the formation of the community has come into something very simple,but many of the community are just a flash in the pan,user engagement is falling and the community eventually die.The reason lies in the user's poor continuous participation intention.User engagement is the foundation of the community to exist and also the premise of realization of ultimate value to liquidate in communities.How to transform the community participants on the spur to continuous participation,how to increase community viscosity and improve community participants are common problems facing all community operators.Based on the theory of perceived value and social impact theory,this paper mainly adopts the method of empirical research to study users' continuous intention to participate in WeChat knowledge community,exploring the psychological mechanism behind the behavior.In the first part,WeChat knowledge community,the user perception theory,the social impact theory and continuous intention to participate are elaborated;Secondly,a model of users' continuous intention to participate in the WeChat knowledge community is built,and based on the social impact theory,this paper proposes the hypothesis that users' perceived value impact on social factors,and then affect users continuous intention to participate in the knowledge community;Finally,some questionnaire investigation and data analysis are made.Results show that there are differences in continuous intention among people of different identity and behavior properties;WeChat community users' perceived social value significantly influence social identity and group norms and further promote users'continuous intention to participate in WeChat knowledge communities;Functional value can be a significant impact on group norms,and promote the users' intention of continuous participation;The influence of emotional value is not significant.Therefore,this paper puts forward a few suggestions:WeChat knowledge community operators should attach great importance to positioning of community,community support and community,in the aspect of community orientation,they should aim at the target group through the unique value demands;In terms of community support,WeChat knowledge community should strengthen community functional value and social value,and by establishing a perfect social culture system,strengthen the members' identity and group norms;Community liquidation is the necessary trend for a long time,both communities for charge or free should actively explore their own community model,brand as the core,diversify resource integration across borders to meet the personalized needs of users.