CAJ | 학술논문

本项研究对虚拟社区的参与动机与参与行为进行实证分析,得出个体参与非交易类虚拟社区的九种动机,通过聚类分析构成个体和群体层面两大类动机。研究表明参与层次和参与时间主要受到其内隐动机和群体层面动机（尤其是认同感）的影响,参与频率主要受到其外显动机（尤其是信息动机）的影响。虚拟社区成功运营与良好集聚力的关键是虚拟社区对实体社会的＂延伸、补充与强化＂的程度,作为共同创造价值的互动场所,虚拟社区应该为不同参与动机的个体成员带来不同的体验与满足,这是虚拟社区的立足之本。
본항연구대허의사구적삼여동궤여삼여행위진행실증분석,득출개체삼여비교역류허의사구적구충동궤,통과취류분석구성개체화군체층면량대류동궤。연구표명삼여층차화삼여시간주요수도기내은동궤화군체층면동궤（우기시인동감）적영향,삼여빈솔주요수도기외현동궤（우기시신식동궤）적영향。허의사구성공운영여량호집취력적관건시허의사구대실체사회적＂연신、보충여강화＂적정도,작위공동창조개치적호동장소,허의사구응해위불동삼여동궤적개체성원대래불동적체험여만족,저시허의사구적립족지본。
The study aims at the empirical analysis of participation motive and participation behavior of virtual community.By so doing,we get nine motives of individual＇s participation of non-trade virtual community and divide them into two broad categories by cluster analysis： individual motivation and group motivation levels.The study shows that the level and time of participation are mainly effected by the hidden motives and the group motivation（particularly identification） and the participation frequency is mainly effected by disclosed motives（particularly information motive）.The degree of ＂extending,complement and enhancement＂ of virtual community to entity community is the key to successful operation and good combined power of virtual community.As a common value-creating interactive site,virtual community should offer different experience and satisfaction for individuals with different participation motives,which is the foundation of development of virtual communities.