Research On The Relationship Between User Participation Motivation And Behavior In Virtual Academic Community

Along with the development of technology and the updating of the Internet,the user’s demand for information is growing exponentially.It is no longer enough to satisfy people’s thirst for knowledge by simply relying on web search to obtain information resources.More and more researchers and learners choose virtual academic communities as one of the channels to obtain information.With its characteristics of openness,convenience and transspace-time,virtual academic communities provide a new platform for knowledge exchange and sharing,and guide academic research from the traditional mode to the new form of network gradually.The growth and development of virtual academic community is closely related to the continuous participation and contribution of the members within the community.It is of great significance for the research and prosperity of virtual academic community to keep the active participation of existing users,attract new members and expand the user group.Therefore,this article is based on the theoretical basis researched by domestic and foreign scholars,using a combination of qualitative and quantitative research methods,taking users in the virtual academic community as the research object.The conclusions have been drawn through studying the motivation of users and the impact of the different participation behavior.Suggestions are put forward for the subsequent development and construction of virtual academic community in order to allow more users to enjoy knowledge dividend.The research contents of this paper mainly include the following aspects:Firstly,this paper reviews the relevant research results at home and abroad,clearly defines the concept of virtual academic community,and summarizes its characteristics.Then the definition and connotation of participation behavior and participation motivation are determined.Finally,the theoretical basis of user participation behavior and motivation is explored from the motivation theory,planned behavior theory and Maslow’s hierarchy of needs theory.Secondly,select the user posts under the hot topic column of the "XiaoMuchong"forum as the research object for data acquisition,use grounded theory methods to code and analyze the original data,and summarize the types of user participation behaviors in the virtual academic community into procedural behavior,information interactions behavior and interpersonal interactions behavior as the classification dimensions for subsequent research.After sorting out the participation motivation variables in the existing research results,the four dimensions of social motivation,entertainment motivation,information motivation and self-achievement motivation were selected as the measurement variables of participation motivation in this article,and the research hypothesis model of the relationship between user participation motivation and participation behavior in virtual academic communities is preliminarily constructed.Thirdly,questionnaires in this study were prepared by referring to existing scales of participation motivation maturity at home and abroad and distributed online.A total of 499 questionnaires were collected,and 428 valid questionnaires were obtained after eliminating invalid responses.SPSS software was used to analyze the collected questionnaire data,and the model was tested through correlation analysis and regression analysis,so as to verify the hypothesis proposed above.The results show that social motivation and entertainment motivation have significant positive effects on procedural behavior,information interaction behavior and interpersonal interaction behavior of users,while information motivation only has a positive impact on information interaction behavior and has no significant positive impact on procedural behavior and interpersonal interaction behavior.Self-achievement motivation positively affects users’ interpersonal interaction behavior and information interaction behavior,but has no significant positive effect on procedural behavior.Fourth,based on the research conclusions,this article puts forward the following suggested strategies:strengthen audit optimization and improve information quality;enrich the form of community communication and build a good community atmosphere;improve the incentive mechanism to improve communication efficiency;provide personalized push to increase user experience.The research in this article not only enriches and expands the application fields of grounded theory,motivation theory,planned behavior theory and other theoretical foundations,but also supplements the research perspectives of user participation behavior and participation motivation in virtual academic communities,and contributes to the further advancement of User research in the field of virtual academic communities.Besides,this paper also provides theoretical guidance for the rational operation and orderly development of virtual academic communities.