感知互动性对虚拟社群成员信息行为的作用机制——来自国内外主流社群的证据

当代财经 ›› 2026, Vol. 0 ›› Issue (7): 152-164.

感知互动性对虚拟社群成员信息行为的作用机制——来自国内外主流社群的证据

吕洁¹, 方凌智²

1.上海商学院工商管理学院,上海 201400;
2.浙江传媒学院社会治理与传播创新研究院,浙江杭州 310018

收稿日期:2026-01-08 修回日期:2026-04-27 出版日期:2026-07-15 发布日期:2026-09-14
通讯作者: 方凌智,浙江传媒学院研究员,博士,主要从事新技术与社会、组织交互研究,联系方式lzfang@cuz.edu.cn。
作者简介:吕洁,上海商学院副教授,博士,主要从事知识管理与团队创新管理研究。
基金资助:
国家社会科学基金青年项目“数智赋能下双链融合驱动制造企业关键核心技术创新的机制研究”（25CGL028）

The Mechanism of Perceived Interactivity on Information Behavior of Virtual Community Members: Evidence from Mainstream Communities Both Domestically and Internationally

Lyu Jie¹, Fang Ling-zhi²

1. Shanghai Business School, Shanghai 201400, China;
2. Communication University of Zhejiang, Hangzhou 310018, China

Received:2026-01-08 Revised:2026-04-27 Online:2026-07-15 Published:2026-09-14

摘要/Abstract

摘要： 随着数字经济的深度发展,虚拟社群已成为流量聚集、价值转化与信息流转的核心场域。社群成员信息行为直接影响社群商业价值挖掘和持续运营,但其内在作用机制尚未明确。基于社会交换理论和用户价值理论,聚焦感知互动性、社群感与虚拟社群契合之间的关系,探究虚拟社群成员信息行为分化的影响机制。基于国内248份和国外223份多类型虚拟社群成员的问卷调查数据,采用结构方程模型开展的实证检验的结果表明,感知互动性显著正向驱动社群感的形成;社群感对虚拟社群契合具有促进作用;虚拟社群契合正向预测信息交换行为,同时负向抑制信息隐藏行为;社群感与虚拟社群契合在感知互动性与两类信息行为之间均发挥显著的链式中介效应。基于虚拟社群信息行为分化的多重传导逻辑,企业可实施互动优化、情感培育、需求匹配、行为引导等社群运营策略,以提升社群的商业价值。

关键词: 感知互动性, 虚拟社群, 虚拟社群契合, 信息行为

Abstract: With the in-depth development of the digital economy, virtual communities have become core arenas for traffic aggregation, value conversion, and information flow. The information behavior of community members directly influences the exploitation of commercial value and the sustainable operation of virtual communities; however, its underlying mechanisms remain unclear. Drawing on social exchange theory and user value theory, this study focuses on the relationships among perceived interactivity, sense of community, and virtual community engagement, aiming to explore the influencing mechanisms of information behavior differentiation among virtual community members. Based on survey data collected from 248 domestic and 223 international members across multiple types of virtual communities, this study employs structural equation modeling to conduct empirical testing. The results indicate that perceived interactivity significantly and positively drives the formation of sense of community; sense of community positively promotes virtual community engagement; virtual community engagement positively predicts information exchange behavior while negatively inhibiting information hiding behavior; and both sense of community and virtual community engagement play significant chain mediating roles between perceived interactivity and the two types of information behavior. Based on the multiple transmission logic of information behavior differentiation in virtual communities, enterprises can implement community operation strategies such as interaction optimization, emotional cultivation, demand matching, and behavior guidance to enhance the commercial value of the community.

Key words: perceived interactivity, virtual community, virtual community engagement, information behavior

中图分类号:

F713.55

吕洁, 方凌智. 感知互动性对虚拟社群成员信息行为的作用机制——来自国内外主流社群的证据[J]. 当代财经, 2026, 0(7): 152-164.

Lyu Jie, Fang Ling-zhi. The Mechanism of Perceived Interactivity on Information Behavior of Virtual Community Members: Evidence from Mainstream Communities Both Domestically and Internationally[J]. Contemporary Finance & Economics, 2026, 0(7): 152-164.

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