Research on the Relationship between Virtual Community Support Pattern，Social Identity and Members’Continual Participation

[26]YANG X J， MAO H F ，PERACCHIO L A.It’s not whether you win or lose，It’s how you play the game? The role of process & outcome in experience consumption[J].Journal of marketing research，2012，49（6）：954-966.

[27]DHOLAKIA R R，CHIANG K P.Shoppers in cyberspace： are they from venus or mars & does it matter?[J].Journal of consumer psychology，2003，13（1/2）：171.

[28]FANG Y L，NEUFELD D.Understanding sustained partici⁃ pation in open source software projects[J].Journal of man⁃ agement information systems，2009，25（4）：9-50. [29]楼天阳，陆雄文.虚拟社区成员心理联结机制的概念模型：

基于身份与纽带视角[J].营销科学学报，2009，5（3）：50-59. [30]LOMBARD M，DITTON T.At the heart of it all：the con⁃ cept of presence，Journal of computer-mediated communi⁃ cation，1997，3（2）：23-29.

[31]BIOCCA J，SLATER B.Constructive consumer choice pro⁃ cesses[J].Journal of consumer research，1998，25（3）：187217.

[32]SPEARS R，LEA M.Panacea or panapticon? the hidden power in computer- mediated communication[J].Communi⁃ cation research，1994，21（4）：427-459.

[33]张振新，吴庆麟.情境学习理论研究综述[J].心理科学，

2005（1）：125-127.

[34]ARMSTRONG A G，HAGEL J.The real value of online communities[J].Harvard business review，1996，74（3）： 134-141.

[35]SCHINDLER R M.Nostalgia for early experience as a de⁃ terminant of consumer preferences[J].Psychology and mar⁃ keting，2001，20（4）：275-302. [36]KASSER T，SHELDON K M.Of wealth and death：material⁃ ism，mortality salience and consumption behavior[J]. Psy⁃ chological science，1992，11（4）：348-351.

[37]ILERDI P G.Uses of reminiscence：functions and benefits

[J].Aging & mental jealth，2005，9（4）：291-294.

[38]DECI C.An exploratory study of age related vicarious nos⁃ talgia and aesthetic consumption[J].Advances in consumer research，2001，29（4）：542-546.

[39]ROSENBERG A.Fear and anx iety as emotional phenome⁃ na：Clinical phenomenology，evolutionary per spectives， and info rmation Oprocessing mechanism[M].New York： The Guilford Press，1965：77.

[40]BROWER O H.A stimulus- response analysis of anxiety and its role as a reinforcing agent[J].Psychological review， 1986，46（6）：553-565.

[41]CROCKER S L.The good old days：observations on nostal⁃ gia and it s role in consumer behavior[J].Advances in con⁃ sumer research，1990，18（1）：323-329.

[42]SINGELIS B.Age，sex and attitude toward the past as pre⁃ dictors of consumers’aesthetic tastes for cultural products [J].Journal of marketing research，1994，31（3）：412-422. [43]WASKO C，FARA J D.Self-protective memory[J].Psycholo⁃

gy，2005（1）：161-179.

[44]ESCALAS J E，BETTMAN J R.Self- Construal，reference groups & brand meaning[J].Journal of consumer research， 2005，32（3）：378-389.

责任编辑：林英泽

（1.Wuxi Institute of Technology，Wuxi214121，China；2.Donghua University，Shanghai201620，China） Abstract：How to maintain the continuous participation of community members has become the goal of today's enterprise marketing plan. By using survey questionnaire with SEM model，and with the help of investigation on 227 consecutive participants in Douban Community and 409 Sina micro- blog members，the authors carry out the empirical research on the interaction mechanism among such aspects as the virtual community in terms of form，psychological satisfaction，member identity， and willingness to participate in related activities. The results show that：the stronger the environmental support of the virtual community is，the more helpful it is to enhance the inherent satisfaction of the user；the intrinsic autonomous needs，capability needs，and relationship requirements of the virtual community are more likely to be met，will the user's sense of identity of virtual community be stronger；the sense of identity of users in the virtual community plays a role in promoting their continued participation in the behavior of virtual communities；self- building，as a moderator，does not play a significant role. In view of this，by understanding the needs and motivations of virtual community users，enterprises can enhance the sense of belonging and superiority of virtual community users，create an environment for users to participate in，and promote the continuous participation of virtual community members in community activities to achieve the marketing objectives of enterprises.

Key words：virtual community；community form；social identity；psychological satisfaction；continued to participate