CAJ | 학술논문

互联网的普及与快速发展，催生出网络社群这样一种新的互动模式群体。豆瓣网作为中国最成功的Web2．0网站之一，具有广泛的用户群体与代表性。以豆瓣网为研究对象建立整合型科技接受与使用模型，旨在揭示用户网络社群参与行为的影响因素及其作用机制。结果表明，绩效期望、社会影响正向影响用户的网络社群参与意愿；绩效期望、努力期望、社会影响、使用意愿正向影响用户的网络社群参与行为；促成因素对用户的网络社群参与行为没有显著影响；性别的调节效应不显著，使用经验在努力期望对用户网络社群参与意愿的影响关系中具有调节效应。
호련망적보급여쾌속발전，최생출망락사군저양일충신적호동모식군체。두판망작위중국최성공적Web2．0망참지일，구유엄범적용호군체여대표성。이두판망위연구대상건립정합형과기접수여사용모형，지재게시용호망락사군삼여행위적영향인소급기작용궤제。결과표명，적효기망、사회영향정향영향용호적망락사군삼여의원；적효기망、노력기망、사회영향、사용의원정향영향용호적망락사군삼여행위；촉성인소대용호적망락사군삼여행위몰유현저영향；성별적조절효응불현저，사용경험재노력기망대용호망락사군삼여의원적영향관계중구유조절효응。
With the increasing popularity and development of the Internet, a new mode of interactive groups named network community come up. Douban Website, one of the most successful Web 2.0 website in China gains praise from users. Based on the Unified Theory of Acceptance and Use of Technology, this study aims at examining the factors that affect the participationbehavior of network website users by the example of Douban Website. The results are ：（1） performance expectancy, effort expectancy, social influence have a positive impact on the using willingness of network community; （2） performance expectancy, effort expectancy, social influence, using willingness have a positive impact on the using behavior of network community; （3） facilitating conditions have no significant impact on the behavior of network community; （4） the moderating effect of gender is not conspicous, but the performance expectancy-using willingness relationships aremarkedly moderated by experience with network community.