心理契约视角下在线健康社区用户的EVLN行为研究

王烊锐; 秦泽家

doi:10.13266/j.issn.2095-5472.2022.033

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知识管理论坛 ›› 2022, Vol. 7 ›› Issue (4) : 396-406. DOI: 10.13266/j.issn.2095-5472.2022.033

学术探索

心理契约视角下在线健康社区用户的EVLN行为研究

王烊锐 ,
秦泽家

作者信息 +

Research on EVLN Behaviors of Online Health Community Users from the Perspective of Psychological Contract

Wang Yangrui ,
Qin Zejia

Author information +

文章历史 +

摘要

[目的/意义]在线社区与社区中用户的心理契约决定了用户的EVLN行为，即退出、建言、忠诚与忽略4种行为，相关研究已成为热点。然而现有研究多集中于问卷等调查方法，调查结果主观性较强，缺乏从大数据视角下获得的客观数据去剖析用户行为机理。[方法/过程]使用后裔采集器软件从甜蜜家园糖尿病论坛爬取数据，以心理契约理论为切入点，通过对爬取到的客观数据进行回归分析来探讨在线健康社区用户的信息支持和情感支持与交易型心理契约和关系型心理契约的关联关系以及两种心理契约与后续使用行为EVLN之间的关联关系。[结果/结论]研究表明：①交易型心理契约对用户的积极性和主动性产生影响，却不是造成用户直接退出或忽略社区的直接因素；②信息支持和情感支持是影响用户衡量心理契约满足程度的重要因素；③关系型心理契约的满足与否都不会造成用户直接退出在线健康社区。在线健康社区的管理者可以据此来促进用户产生建言和忠诚两种积极行为，实现在线健康社区的可持续发展。

Abstract

[Purpose/Significance] The psychological contract between online communities and users in the communities determines users' EVLN behaviors, including four behaviors of exit, voice, loyalty and neglect. Related research has become a hot topic. However, most existing studies focus on questionnaire and other survey methods, and the survey results are highly subjective, lacking objective data analysis from the perspective of big data, so as to deeply analyze the mechanism of user behaviors. [Method/Process] In this study, the Hudescendant collector software was used to crawl data from Sweet Home Diabetes Forum, and the psychological contract theory was used as the entry point. Through regression analysis of crawled objective data, this paper discussed the correlation between information support and emotional support of online health community users and transactional psychological contract and relational psychological contract, as well as the correlation between the two psychological contracts and the subsequent use behavior EVLN. [Result/Conclusion] The results show that :(1) transactional psychological contract has an impact on users' enthusiasm and initiative, but is not a direct factor that causes users to withdraw or ignore communities directly. (2) Information support and emotional support are important factors that affect users' psychological contract satisfaction; (3) Whether the relational psychological contract is satisfied or not will not cause users to directly quit the online health community. The managers of online health communities can promote users' two positive behaviors of voice behavior and loyalty and realize the sustainable development of online health communities.

导出引用

王烊锐 , 秦泽家. 心理契约视角下在线健康社区用户的EVLN行为研究[J]. 知识管理论坛. 2022, 7(4): 396-406 https://doi.org/10.13266/j.issn.2095-5472.2022.033

Wang Yangrui , Qin Zejia. Research on EVLN Behaviors of Online Health Community Users from the Perspective of Psychological Contract[J]. Knowledge Management Forum. 2022, 7(4): 396-406 https://doi.org/10.13266/j.issn.2095-5472.2022.033

中图分类号： C931.6

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