Research On The Impact Of User Interaction On User Stickiness Under Content-based Virtual Community

As the user's needs change,the community of various types and functions has started to emerge,and the operators and scholars have carried on the theoretical and practical exploration of the management model and the marketing strategy of various communities in different fields.In recent years,in many virtual community theme studies,the content-based virtual community has gradually attracted wide attention,and how to improve the user stickiness of the content-based virtual community to take a seat in the competition with other communities has become a focus of concern for business operators and academic researchers.In the past research,the paper exploring the influence mechanism of user interaction on user stickiness under content-based virtual community was less,and ignored the mediating effects of identity in it.Combined with previous research results,this paper proposes a research model of the impact of user interaction on user stickiness in content-based virtual community based on symbolic interaction theory and social identity theory.According to the interactive subject,user interaction is divided into two dimensions: human-computer interaction and interpersonal interaction which are independent variable,and user stickiness is the dependent variable.Two dimensions of identity,self-identity and social identity,are introduced into the model to study the influence mechanism of user interaction on user stickiness,as well as the significant difference among the variables.In this paper,we use SPSS 22.0 and AMOS 23.0 to analyze the data and test the hypotheses on the base of 224 valid questionnaires of Zhihu community users,and then the following conclusions are drawn:(1)user interaction has a direct and positive effect on user stickiness.The direct effect of human-computer interaction on user stickiness is more significant than that of interpersonal interaction.(2)user interaction has a significant positive effect on identity,and the effect of user interaction on self-identity is more significant than social identity;(3)identity has a significant positive effect on user stickiness,but social identity has more influence on user stickiness;(4)the two dimensions of identity play an intermediary role in the influence of user interaction on user stickiness.Based on the above conclusions,this paper puts forward some suggestions for the operation and management of content-based virtual communities:(1)providecommunity users with high quality,professional and diverse content information by inviting experts in relevant fields to the communities,guide topic discussion and timing select and reasonable display content.(2)push latest topic progress and relevant information which users used to follow according to their community browsing records.Customizing the individual's annual comprehensive community footprint report to enhance the user's perception of uniqueness;(3)recommend experts in the field and high quality active users who focus on common topics or content by using intelligent identification technology to promote inter-user interactive communication and emotional building.