The Research On Incentive Mechanism Of Virtual Community

The participation of virtual community is voluntary,not compulsory,each member has their own motivation.Different incentive mechanism should be made based on user’s different motivation,so as to increase the residence time of members and improve their engagement level.It will lay a good foundation of long term management of virtual community.This study is on the basis of the Incentive Theory,and use SPSS 20.0 as the analysis tool.The essay discusses the incentive methods’ impact on user participation motivation,thus further influence its participation behavior and using the multivariate linear regression analysis method for empirical research in order to explore the incentive mechanism of virtual community.The research achievements of this paper are as follows:According to the literature research,this paper puts forward three dimensions of user Incentive variables-economic incentives,value and social incentives;Three dimensions of Intermediate variable(user participation motivation)-functional motivation social motivation,and recreational motives;And one result variable-participate strength.Through data analysis,the paper verified the virtual community user Incentive methods have big effects on the user participation behavior.The result shows that Economic incentives by influencing,the social motivation,thus significantly positive influence on intensity of participate strength;Value incentives has positive influence on functional motivation and social motivation,so as to affect the intensity of participate strength;And the social incentives has big influence on all three kinds of motivation.According to the results,the paper gives some advice and direction on the operation of virtual community management,to enhance the intensity of user involvement.Finally,this paper put forward in the aspect of theoretical research and empirical analysis of the limitations and deficiencies,and to provide reference of future studies.Finally,the article puts forward the limitations and deficiencies of theoretical research and empirical analysis to provide reference of future studies.