在线社区用户体验如何影响用户粘性———在线社区奖励的调节作用

保持用户粘性是在线社区成功的关键。关于用户参与并留在在线社区的驱动因素的现有研究较多,但都忽视了用户体验对用户粘性的影响。引入在线社区奖励类型作为调节变量,构建有调节的检验模型,研究在线社区用户体验对用户粘性的影响。研究结果显示:在线社区用户功能性体验、享乐性体验和社会性体验均对用户粘性有显著正向影响;在线社区用户体验对用户粘性的影响会受到奖励类型的调节作用。为在线社区用户粘性研究提供了新的视角和方向,也为企业及在线社区管理者提高用户粘性提供了理论支持和政策建议。

How the User Experience of Online Communities Affecting Engagement: Moderating Role of Online Community Rewards

Keeping users engaged is the key to the success of online communities. There are many driving factors for users to participate and stay in online communities, but the impact of user experience on user engagement has been ignored. This paper introduces the reward type of online community as a moderating variable and constructs a moderated test model to study the effect of online community user experience on user engagement. The results show that functional experience, hedonic experience and social experience all have a significant positive impact on user engagement. The effect of online community user experience on engagement is moderated by the type of reward. This paper provides a new perspective and direction for the study of user engagement in online communities, and also provides theoretical support and policy suggestions for enterprises and online community managers to improve user engagement.