Research On The Formation Mechanism Of Online Product Community User Contribution Behavior

The rapid development of Internet technology has created unique conditions for the emergence of interactive platforms.Online community has attracted many users to participate because of its convenience,low cost,openness and instantness,which not only provides consumers with information exchange and emotional interaction,but also provides new development ideas for companies to attract new customers and enhance brand influence.Online product community has been widely used in the marketing field,bringing huge social and economic benefits to the enterprise.In recent years,research on online communities mainly focused on user engagement,user interaction behavior and theoretical reviews of community evolution.How do users in the online product community start with the goal of seeking specific product information,and finally contribute knowledge and information to the community? The related research on formation process of use contribution behavior is not abundant.In fact,the beneficial information resources from user contribution is critical to the growth of online product community,only by thoroughly exploring the internal mechanism of user contribution behavior,can we better grasp the behavioral rules of user participation and contribute to the successful operation of online communities.This study draws on the stimulus-organism-response theory as the overall framework,and puts forward the formation process model of online product community user contribution behavior,from the perspective of online social support theory and self-determination theory perspective.Based on 393 online product community user questionnaire data,SPSS 22.0 and AMOS 22.0 software were used to analyze the data and verify the research model and hypotheses.The empirical results show that both online information support and online emotional support have a direct impact on the user contribution behavior.Online information support can significantly influence user contribution through affecting the sense of belonging and self-competence,online emotional support significantly influence user contribution through affecting the sense of belonging and self-competence.Moreover,two methods were used to verify the mediating effect,confirming the partial mediation of the sense of belonging and self-competence in the formation of user contribution behavior.The contributions of this research work are as follows: First,unlike existing research conclusions,this study draws on the S-O-R theory as the framework,combines online social support theory with self-determination theory,and integrates theoretical perspectives to explain the process of online community user contribution behavior.Secondly,this study expands the theoretical research perspective of online community user contribution behavior while previous research on the specific internal process and formation mechanism of user contribution behavior is not abundant.This study introduces self-determination theory into the process mechanism model of user contribution behavior,and interprets online social support to user contribution from two dimensions: the sense of belong and self-competence,confirming their mediating role in the formation of user contribution behavior.Finally,the research conclusions provide theoretical and practical guidance for how online product communities manage user contribution behavior.