Research On The Impact Of Member Social Capital Investment On Virtual Community Performance

Changing at present,the network information technology and the Internet into people's social life,comprehensive WeChat,weibo,QQ group and other social media become the important means of communication,people form a virtual community is active in network space,a growing network of new media,the enterprise,the operating environment of media are changing.From virtual community members gathered information interaction,from content,share the values from the mutual reciprocity and mutual benefit to faith,through the operation of community will be members of our community social capital into social performance,thus realized commercialization,realize the value of virtual community.However,the virtual community is booming,but the community that is truly able to achieve business through content entrepreneurship is very limited.How to evaluate the performance of virtual communities scientifically,and contribute to the development of virtual communities,is a problem that is widely watched by the operators of each virtual community.On the basis of the theory of social capital,this study will questionnaire and depth interview two research methods,the combination of through quantitative and qualitative analysis,study members of the social capital investment which influence the performance of virtual community,from the perspective of theory and reality provides Suggestions on the development of virtual community.Study found that emotional communication is the important reason for the members of the online communication,members of the social capital affects the performance of virtual community,membership and join the community of time have great effects on the performance of members of social capital and community relations,therefore,as managers of the virtual community,virtual community should promote access system,control the quality of community members to promote the social capital investment;Organize online and offline activities,create community business matrix and realize the community economy.