The browse and share of information in virtual community——A Case Study of “Zhihu” in China

• Main Authors: WU,YIWEN, 武亦文
• Other Authors: 陳尚永
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/74364362167111344556

碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 105 === Under the influence of the concept of web2.0, Internet information has transformed from one-way transmission to two-way communication, as well as the users have became the active creating characters even the communicators from the passive receiving information role. This study hopes not only analyse the information sharing intention, but to explore the model of browsing and information sharing of virtual community users, combining with the theory of use and satisfactory as well as the continuous information using model. Also this study adds the feedback as a new variable. We wish to form a cycle model from browsing to sharing of the virtual community’s information. At the same time, this study wants the operators like Zhihu can have a better understanding of their users’ behavior. This study has made users who use Zhihu as examples. An Internet questionnaire survey has been given out and there comes to be 514 effective questionnaires. Research results have found that the users’ main browsing motivation is instrumental motivation and the main sharing motivation is to express views. The stronger the browing motivation, the longer users browse it. And the stronger the browing motivation, the higher the browsing satisfaction is. One who has higher browsing satisfaction will more likely to share information. Sharing motivation and satisfaction significantly has a positive correlation. The higher the sharing frequency, the higher the satisfaction is. And the higher the sharing satisfaction, the higher the continuous sharing intention is. There is a higher continuous sharing intention after received a positive feedback than a negative feedback.