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

Abstract

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

CLC Number:

F713.55

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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