摘要
以B站注册用户为调查对象,采用问卷调查的实证研究方法,以"二次元"文化背景下的社区涉入度为前因,综合社会资本理论和价值共创理论,研究了敌对性忠诚的形成机制,证实了社区涉入度会影响共同语言以及直接影响社区忠诚,共同语言会通过实现用户的实用价值和享乐价值,进而影响用户的社区忠诚和敌对性忠诚。研究还表明,80、90后在"二次元"文化的视频虚拟社区中更看重自身的享乐价值能否实现,且证实了社区忠诚并不是敌对性忠诚的完全中介。
Taking the registered web users of BiliBili as the research object and using the empirical research method of questionnaire investigation, the community involvement is treated as the antecedent under the context of ACG culture to research on the factors that impact the formation of oppositional loyalty based on the comprehensive social capital theory and co-creating value theory. It confirms that the community involvement does affect the common language and has direct influence on the community loyalty. Common language affects the user community loyalty and oppositional loyalty by realizing the user＇s utilitarian value and hedonic value. The research also shows that both the 80s and the 90s value more on whether their own hedonic value can be achieved in the video virtual community based on ACG culture, and confirms that the direct loyalty is not totally intermediary to oppositional loyalty as well.
作者
马向阳
王立斌
白寅
孙颖
MA Xiang-yang WANG Li-bin BAI Yin SUN Ying(College of Management and Economics,Tianjin University,Tianjin 300072,China Psychological Research Center, School of Education, Tianjin University, Tianjin 300072 ,China)
出处
《工业工程与管理》
CSSCI
北大核心
2016年第5期92-98,共7页
Industrial Engineering and Management
基金
国家自然科学基金资助项目(71272149)
教育部人文社科一般项目(11YJA630076)
关键词
社区涉入度
共同语言
共创价值
社区忠诚
敌对性忠诚
community involvement
common language
co-creating value
community loyalty
oppositional loyalty
