CAJ | 학술논문

近年来，随着虚拟社区数量的增多和虚拟社区参与自愿性的特点，保留现存用户并鼓励他们持续参与对虚拟社区建设者来说是一个很大的挑战。本研究从体验的视角提出了非交易型虚拟社区用户持续使用意向的研究模型。实证研究的结果表明，虚拟社区的功利体验、享乐体验和社交体验直接影响感知个人收益和用户满意，最终影响用户持续获取信息和持续提供信息的意向。此外，研究结果还发现大部分用户使用虚拟社区偏重信息的持续获取，小部分用户偏重信息的持续提供。社交体验在三种体验的维度中对感知个人收益的影响权重最大，表明用户参与虚拟社区最重视社交功能。上述结论对管理实践具有一定的启示意义。
근년래，수착허의사구수량적증다화허의사구삼여자원성적특점，보류현존용호병고려타문지속삼여대허의사구건설자래설시일개흔대적도전。본연구종체험적시각제출료비교역형허의사구용호지속사용의향적연구모형。실증연구적결과표명，허의사구적공리체험、향악체험화사교체험직접영향감지개인수익화용호만의，최종영향용호지속획취신식화지속제공신식적의향。차외，연구결과환발현대부분용호사용허의사구편중신식적지속획취，소부분용호편중신식적지속제공。사교체험재삼충체험적유도중대감지개인수익적영향권중최대，표명용호삼여허의사구최중시사교공능。상술결론대관리실천구유일정적계시의의。
In recent years, with the increasing number and voluntary participation of virtual communities, it is a challenge to retain exist-ing users and encourage their continued participation. This study proposes a research model to investigate users' continuance intention in virtual community from the perspective of experience. Based on the empirical study results, we find that utilitarian experience, hedonic ex-perience and social experience directly affect perceived individual benefits and user satisfaction, which ultimately determine user continu-ance intention to get and to provide information. Furthermore, the study result finds that most virtual community users prefer to get infor-mation, and a small number of users love to provide information. Social experience weights the largest among the three experience dimen-sions. The conclusions have a certain significance on management practice.