虚拟社区成员联结机制研究
|
摘要
作为一种独立的商业模式和新兴的企业客户关系管理手段,虚拟社区的商业价值日益凸显,并逐渐成为当前学者网络营销研究的重点。虚拟社区与成员之间由深度互动活动而形成的紧密联结关系,将对网民的社区参与行为产生深远的影响,然截至目前,学者对其内部的联结纽带与机制的认知依然相当模糊。本文从社会互动的“身份”视角切入,建立了现实个体、虚拟角色与虚拟社群之间的联结关系,探讨了其情感联结纽带系统对社区成员参与行为意愿的影响与机制。
本研究首先基于社会身份理论和网际沟通符号互动的特征,阐述了网民构建虚拟身份的属性、与现实自我的关系以及背后的社会心理过程。认为虚拟身份包含着个体层面的角色身份和群组层面的社群身份两重属性,前者是自我展示过程,通过获取角色支持而完成虚拟的自我认同;后者是自我类化过程,通过去个性化取得虚拟社群认同。此虚拟身份构建与认同程度将会影响虚拟社区成员与社群之间的关系联结。
随后,在总结了社区成员间传统地理纽带、心理纽带和身份纽带系统后,根据虚拟社区与成员的深度互动关系和情感特征,借用扩展自我与占有物之间的依恋理论,提出了虚拟社区成员与社区之间基于依恋的情感纽带联结系统,并区分出虚拟社区内基于共同纽带的人际依恋和基于共同身份的群组依恋这两种联结机制。
论文以上述研究视角与理论为基础,建构了从虚拟社区互动活动到社区成员身份认同、进而形成其与社区的情感联结并影响其参与行为的结构方程模型。实证研究包括了定性访谈、量表构建和预调查,最后跨越BBS社区和博客类社区两种类型进行了调查问卷。
研究结论表明:1、基于认同与依恋的虚拟社区成员联结机制模型得到验证,表明认同与依恋是虚拟社区成员参与社区的关键心理过程;2、确认虚拟社区成员自我认同与社会认同是同时存在的两个社区参与心理过程,且自我认同对社会认同有显著的正向影响,对于互动活动对成员的社会认同有着部分中介作用;3、虚拟社区与成员的情感联结系统由基于共同纽带的人际依恋和基于共同身份的群组依恋两个维度共同组成,且虚拟角色身份的自我认同与社区成员的自我类化分别影响人际依恋和群组依恋;4、人际依恋和群组依恋对于不同的社区参与行为具有不同的影响作用,人际依恋对于线下联系有显著影响,群组依恋主要影响社区贡献,两者对于社区参与和关系维持都有正向影响;5、社区类型和网民参与度的特征对于群组依恋对个体参与行为的影响具有调节作用。
最后,作者对研究结论的学术和管理含义进行了探讨。理论上,本研究构建了虚拟社区身份认同的心理过程,区分了虚拟角色自我认同和虚拟社群社会认同的作用机理;同时,本文提出了虚拟社区与成员之间的情感联结系统,且证明了成员之间的人际依恋和群组依恋两种机制在此过程发挥了不同的作用,进一步揭示了虚拟社区与成员的联结纽带对个体社区参与行为的影响机制。从而在管理方面,对于不同类型社区的定位,需要对社区的成员认同和情感纽带设计不同的经营政策,并为维护社区成员忠诚和关系管理提供了基本的回答。同时,根据本论文研究过程中面临的问题和存在的一些局限性,提出了今后进一步研究的若干建议。
With the increasing commercial value of virtual communities as an independent business model and the customer relationship management means, it has been the hotspot and focus in the extant research on online marketing. Connectedness characterizing the intensity of the interactive relationship(s) that members develop with virtual community and other members has great potential influence on members' participation behavior, however, what is the bonding in the relationships is still a theory gap. Based on the perspective of identity theory, this thesis developed the bonding mechanism model which connected the individual, role identity and the virtual group and its' impact on people's participation behavior,.
Firstly, according to the identity theory and symbolic interaction character in virtual community, we explained the concept of the virtual identity, its relation with real self, and the psychological process in the back. We pointed out that the virtual identity contained both role-based identity and group-based identity, the former described the a process of self-presentation with the establishment of individual identity, which is to pursuit and complete of self-identification by role support; And the latter is self-categorization process with the establishment of a community identity, which is to complete the social identification by depersonalization. Then the construction and identification of the virtual identity will affected the emotional connection between members and virtual communities.
After reviewing the bonding of personal relationship、psychological contract such as trust or commitment and group identity. This study advanced the emotional bonding system of attachment, viewing the virtual identity and its activities and relationship as the possession of the self according the deep interaction and the members' emotional characteristic. We employed the attachment theory to explain the ties between virtual community members and community, and distinguished the common-identity based attachment to the community as a whole and the common-bond based attachment to the people in the virtual community.
This study constructed the structural equation model from the interactive activities of the virtual community to member's identification, then affecting their emotional attachment with the community and their participation behavior intentions based above theory and perspective. Empirical studies include the qualitative interviews, scale validation, pilot investigation and the main investigation conducted across the BBS community and the blog community.
Research findings show that: (1) the survey-based study supports the proposed model, which demonstrates that the identity and attachment is the mediators in virtual community members to participate in community; (2) self-identification and social identification is co-existence in the process of the member's participation, and self-identity significantly affected member's social identification, which shows the partial medication of self-identification to social identification; (3) there are two different attachment mechanism in a virtual community, which are the common-bond based interpersonal attachment and common-identity based group attachment. The two attachment have different antecedents about personal identification and self-categorization respectively; (4) group attachment and interpersonal attachment have different effect on people's participation behavior intentions, interpersonal attachment affected off-line contact significantly, while group attachment mainly impacted the contribution behavior. However, both have positive effects on community participation and loyalty; (5) the type of community and the participation level of member moderates the consumer's reasons for participating.
The theoretical and practical implications are discussed. In theory, this study developed the psychological process of virtual identity contructed and identification, and explained the different influence of role-based identity and group-based identity on people's participation intention. Furthermore, this thesis advanced the emotional bonding system and the connectedness mechanism from identification to attachment, also demonstrated the interpersonal attachment and group attachment and its' different impact on people's behavior. In the management implications, different types of targeted communities needs designing different operating policies to manage member's identification and bonds ,and the basic answer about how to develop the relationship with the community members is provided. Finally, the author pointed out the existence of some limitations, and proposed further study of a number of recommendations.
本研究首先基于社会身份理论和网际沟通符号互动的特征,阐述了网民构建虚拟身份的属性、与现实自我的关系以及背后的社会心理过程。认为虚拟身份包含着个体层面的角色身份和群组层面的社群身份两重属性,前者是自我展示过程,通过获取角色支持而完成虚拟的自我认同;后者是自我类化过程,通过去个性化取得虚拟社群认同。此虚拟身份构建与认同程度将会影响虚拟社区成员与社群之间的关系联结。
随后,在总结了社区成员间传统地理纽带、心理纽带和身份纽带系统后,根据虚拟社区与成员的深度互动关系和情感特征,借用扩展自我与占有物之间的依恋理论,提出了虚拟社区成员与社区之间基于依恋的情感纽带联结系统,并区分出虚拟社区内基于共同纽带的人际依恋和基于共同身份的群组依恋这两种联结机制。
论文以上述研究视角与理论为基础,建构了从虚拟社区互动活动到社区成员身份认同、进而形成其与社区的情感联结并影响其参与行为的结构方程模型。实证研究包括了定性访谈、量表构建和预调查,最后跨越BBS社区和博客类社区两种类型进行了调查问卷。
研究结论表明:1、基于认同与依恋的虚拟社区成员联结机制模型得到验证,表明认同与依恋是虚拟社区成员参与社区的关键心理过程;2、确认虚拟社区成员自我认同与社会认同是同时存在的两个社区参与心理过程,且自我认同对社会认同有显著的正向影响,对于互动活动对成员的社会认同有着部分中介作用;3、虚拟社区与成员的情感联结系统由基于共同纽带的人际依恋和基于共同身份的群组依恋两个维度共同组成,且虚拟角色身份的自我认同与社区成员的自我类化分别影响人际依恋和群组依恋;4、人际依恋和群组依恋对于不同的社区参与行为具有不同的影响作用,人际依恋对于线下联系有显著影响,群组依恋主要影响社区贡献,两者对于社区参与和关系维持都有正向影响;5、社区类型和网民参与度的特征对于群组依恋对个体参与行为的影响具有调节作用。
最后,作者对研究结论的学术和管理含义进行了探讨。理论上,本研究构建了虚拟社区身份认同的心理过程,区分了虚拟角色自我认同和虚拟社群社会认同的作用机理;同时,本文提出了虚拟社区与成员之间的情感联结系统,且证明了成员之间的人际依恋和群组依恋两种机制在此过程发挥了不同的作用,进一步揭示了虚拟社区与成员的联结纽带对个体社区参与行为的影响机制。从而在管理方面,对于不同类型社区的定位,需要对社区的成员认同和情感纽带设计不同的经营政策,并为维护社区成员忠诚和关系管理提供了基本的回答。同时,根据本论文研究过程中面临的问题和存在的一些局限性,提出了今后进一步研究的若干建议。
With the increasing commercial value of virtual communities as an independent business model and the customer relationship management means, it has been the hotspot and focus in the extant research on online marketing. Connectedness characterizing the intensity of the interactive relationship(s) that members develop with virtual community and other members has great potential influence on members' participation behavior, however, what is the bonding in the relationships is still a theory gap. Based on the perspective of identity theory, this thesis developed the bonding mechanism model which connected the individual, role identity and the virtual group and its' impact on people's participation behavior,.
Firstly, according to the identity theory and symbolic interaction character in virtual community, we explained the concept of the virtual identity, its relation with real self, and the psychological process in the back. We pointed out that the virtual identity contained both role-based identity and group-based identity, the former described the a process of self-presentation with the establishment of individual identity, which is to pursuit and complete of self-identification by role support; And the latter is self-categorization process with the establishment of a community identity, which is to complete the social identification by depersonalization. Then the construction and identification of the virtual identity will affected the emotional connection between members and virtual communities.
After reviewing the bonding of personal relationship、psychological contract such as trust or commitment and group identity. This study advanced the emotional bonding system of attachment, viewing the virtual identity and its activities and relationship as the possession of the self according the deep interaction and the members' emotional characteristic. We employed the attachment theory to explain the ties between virtual community members and community, and distinguished the common-identity based attachment to the community as a whole and the common-bond based attachment to the people in the virtual community.
This study constructed the structural equation model from the interactive activities of the virtual community to member's identification, then affecting their emotional attachment with the community and their participation behavior intentions based above theory and perspective. Empirical studies include the qualitative interviews, scale validation, pilot investigation and the main investigation conducted across the BBS community and the blog community.
Research findings show that: (1) the survey-based study supports the proposed model, which demonstrates that the identity and attachment is the mediators in virtual community members to participate in community; (2) self-identification and social identification is co-existence in the process of the member's participation, and self-identity significantly affected member's social identification, which shows the partial medication of self-identification to social identification; (3) there are two different attachment mechanism in a virtual community, which are the common-bond based interpersonal attachment and common-identity based group attachment. The two attachment have different antecedents about personal identification and self-categorization respectively; (4) group attachment and interpersonal attachment have different effect on people's participation behavior intentions, interpersonal attachment affected off-line contact significantly, while group attachment mainly impacted the contribution behavior. However, both have positive effects on community participation and loyalty; (5) the type of community and the participation level of member moderates the consumer's reasons for participating.
The theoretical and practical implications are discussed. In theory, this study developed the psychological process of virtual identity contructed and identification, and explained the different influence of role-based identity and group-based identity on people's participation intention. Furthermore, this thesis advanced the emotional bonding system and the connectedness mechanism from identification to attachment, also demonstrated the interpersonal attachment and group attachment and its' different impact on people's behavior. In the management implications, different types of targeted communities needs designing different operating policies to manage member's identification and bonds ,and the basic answer about how to develop the relationship with the community members is provided. Finally, the author pointed out the existence of some limitations, and proposed further study of a number of recommendations.
引文
[7][美]阿尔文·托夫勒著.财富的革命.北京:中信出版社,第151页
[1]Preece J,Maloney-Krichmar D.Online communities:Design,theory,and practice[J].Journal of Computer-Mediated Communication,2005,10(4).
[1]霍尔布鲁克和赫希曼(1982),消费者的个人经验:幻想、情感和乐趣,载自恩尼斯,考克斯,莫可瓦主编,营销学经典权威论文集,东北财经大学出版社,2000年11月版,第207-224页
[1]罗燕:web2.0退潮,《环球企业家》,2008(15),第81页
[1]http://www.psych.uiuc.edu/～rcfraley/attachment.htm
[1]互联网草根革命:Web2.0时代的成功方略,http://book.csdn.net/bookfiles/252/10025211424.shtml
[1]http://blog.donews.com/keso/archive/2006/06/02/898574.aspx
[1]柴晋颖,王飞绒.虚拟社区研究现状及展望[J].情报杂志,2007,5:101-104.
[2]丁义浩.虚拟社区及虚拟社区交往初探[J].武汉经济管理干部学院学报,2004,18(3):43-47.
[3]杜骏飞.存在于虚无:虚拟社区的社会实在性辨析[J].现代传播,2004,1:73-78.
[4]段伟文.网络空间的伦理反思[M].南京:江苏人民出版社,2002:
[5]范晓屏,杨艳,卢艳峰.基于知识交流的虚拟社区管理方式研究[J].经济论坛,2005,19:53-57.
[6]斐迪南.滕尼斯(著).林荣远(译).共同体与社会--纯粹社会学的基本概念[M].北京:商务印书馆,1999:346.
[7]高兆明.网络社会中的自我认同问题[J].天津社会科学,2003,2,49-54.
[8]格里格,津巴多等(著).王垒,王甦等(译).心理学与生活.北京:人民邮电出版社,2003:503.
[9]郭茂灿.虚拟社区中的规则及其服从--以天涯社区为例[J].社会学研究,2004,2:103-112.
[10]郭金山.西方心理学自我同一性概念的解析[J].心理科学进展,2003,11(2):227-234.
[11]郭玉锦,王欢.网络社区中的社会联系[J].中国软科学,2002,2:119-121.
[12]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2004:410.
[13]黄厚铭.虚拟社区中的身份认同与信任[D].台湾:台湾大学,2001:
[14]黄少华.论网络空间的人际交往[J].社会科学研究,2002,4:93-98.
[15]贾国华,吉登斯的自我认同理论评述[J].江汉论坛,2003,5:56-58.
[16]蒋索,邹泓,胡茜.国外自我表露研究述评[J].心理科学进展,2008,16(1):114-123.
[17]李辉.网络虚拟交往中的自我认同危机[J].社会科学,2004,6:84-88.
[18]李同归,加藤和生.成人依恋的测量:亲密关系经历量表[J].心理学报,2006,38(3):399-406.
[19]李谊凡,陆雄文.虚拟社区成员参与动机的实证研究--以网络游戏为例[J].南开管理评论,2007,10(5):55-60.
[20]凌霄.大学生网络内容偏好、自我同一性与网络成瘾的关系[J].理论界,2005(11):109-111.
[21]刘慧莹.埃里克森自我同一性理论的文化解析[J].社会科学辑刊,2002,3:55-61.
[22]刘瑛,杨伯溆.互联网与虚拟社区[J].社会学研究,2003,5:1-7.
[23]刘颖杰,赵学伟.关于网络自我认同危机[J].广西青年干部学院学报,2005,15(1):16-18.
[24]刘永芳.青少年自我同一性的发展及其与依恋的关系[D].济南:山东大学,2005:
[25]刘中起,朱玲怡.网际互动的特质与自我表达的实作理路[J].科学技术与辩证法,2002,19(6):39-44.
[26]马尔霍特拉(著).涂平等(译).市场营销研究:应用导向(第3版)[M].北京:电子工业出版社,2002:584.
[27]马兰,张兴红.当代大学生自我同一性调查研究[J].社会心理科学,2005,20(5-6):71-76.
[28]曼纽尔·卡斯特(著).曹荣湘(译).认同的力量[M].北京:社会科学文献出版社,2006:488.
[29]乔纳森·H·特纳(著).邱泽尔,张茂元等(译).社会学理论的结构[M].北京:华夏出版社,2006:510.
[30]佘瑞琴.青少年网络依赖现象与其自我表露[J].教育论坛,2006,2:52-56.
[31]孙颖,毛波.基于数据挖掘技术的虚拟社区成员行为研究[J].计算机应用.2003,1:50-55.
[32]王成兵,吴玉军.虚拟社会与当代认同危机[J].北京师范大学学报,2003,58-64.
[33]魏钧,陈中原,张勉.组织认同的基础理论、测量及相关变量[J].心理科学进展,2007,15(6):948-955.
[34]肖永清.国外自我展示研究探析[J].聊城大学学报(社会科学版),2007: 256-257.
[35]徐小龙,王方华.虚拟社区研究前沿探析.外国经济与管理,2007,29(9):10-17.
[36]雪莉·特克.虚拟化身:网络世代的身份认同.台北:遠流出版社,1998:
[37]杨宜音.文化认同的独立性和动力性:以马来西亚华人文化认同的演进与创新为例[A].见:张存武,汤熙勇.海外华族研究论集(第三卷).文化教育与认同[C].台北:华侨协会总会出版,2002:407-420.
[38]杨宜音.中国网民社会心理分析--第一份来自社会心理学家的专业研究报告[J].信息世界,2000,4:4-11.
[39]叶启政.虚拟与真实的浑沌化--网路世界的实作理路[J].社会学研究,1998:48-59.
[40]张立荣,管益杰,王詠.品牌至爱的概念及其发展[J].心理科学进展,2007,15(5):846-851.
[41]张莹瑞,佐斌.社会认同理论及其发展[J].心理科学进展,2006,14(3):475-480.
[42]赵志裕,温静,谭俭邦.社会认同的基本心理历程--香港回归中国的研究范例[J].社会学研究,2005,5:202-223.
[43]周红梅,郭永玉.自我同一性理论与经验研究[J].心理科学进展,2006,14(1):133-137.
[44]Ahuvia AC.Beyond the extended self:Loved objects and consumers' identity narratives[J].Journal of Consumer Research,2005,32(1):171-184.
[45]Alegsheimer R,Dholakia PM.Do customer communities pay off[J]? Harvard Business Review,2006,26-30.
[46]Algesheimer R,Dholakia UM,Herrmann A.The social influence of brand community:Evidence from European car clubs[J].Journal of Marketing,2005,69(3):19-34.
[47]Allen NJ,Meyer JP.The measurement and antecedents of affective,continuance and normative commitment to the organization[J].Journal of Occupational Psychology,1990,63:1-18.
[48]Allport FH.A structuronomic conception of behavior:Individual and collective [J].Journal of Abnormal and Social Psychology,1962,64:3-30.
[49]Alon AT,Brunel FF.Uncovering rhetorical methods of word-of mouth talk in an online community[J].Advances in consumer Research,2006,33:501-502.
[50]Amichai-Hamburger Y.Internet minimal group paradigm[J].Cyberpsychology and Behavior,2005,8(2):140-142.
[51]Anderson JC,Gerbing DW.Structural equation modeling in practice:A review and recommended two-step approach[J].Psychology Bulletin,1988,103(3):411-423.
[52]Anderson WT.Communities in a world of open systems[J].Futures,1999,31(5):457-463.
[53]Andrews D,Nonnecke B,Preece J.Electronic survey methodology:a case study in reaching hard-to-involve internet users[J].International Journal of Human-Computer Interaction,2003,16(2):185-210.
[54]Andrews D,Preece J,Turoff M.A conceptual framework for demographic groups resistant to on-line community interaction[J].International Journal of Electronic Commerce,2002,6(3):10-24.
[55]Armstrong A,Hagel Ⅲ J.The real value of online communities[J].Harvard Business Review.1996,May-June,134-142.
[56]Ashforth BE,Mael F.Social identity theory and the organization[J].Academy of Management Review.1989,14(1):20-39.
[57]Back KW.Influence through social communication[J].Journal of abnormal and Social Psychology,1951,46:9-23.
[58]Bagozai RP,Yi Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[59]Bagozzi RP,Dholakia UM.Intentional social action in virtual communities[J].Journal of interactive marketing,2002,16(2):2-20.
[60]Balasubramanian S,Mahajan V.The economic leverage of the virtual community[J].International Journal of Electronic Commerce,2001,5(3):103-138.
[61]Baldwin MW,Keelan JPR,Fehr B,Enns V,Koh-Rangarajoo E.Social-cognitive conceptualization of attachment working models:Availability and accessibility effects[J].Journal of Personality and Social Psychology,1996,71:94-109.
[62]Ball AD,Tasaki LH.The role and measurement of attachment in consumer behavior[J].Journal of Consumer Psychology,1992,1:155-172.
[63]Ballantine PW,Martin BAS.Forming parasocial rRelationships in online communities[J].Advances in Consumer Research,2005,32:197-201.
[64]Baron RM,Kenny DA.The moderator-mediator distinction in social psychological research:conceptual,strategic,and statistical considerations [J].Journal of personality and social Psychology,1986,51:1173-1182.
[65]Baumeister RF,Muraven M.Identity as adaptation to social,culture,and historical context[J].Journal of Adolescence,1996,11:56-95.
[66]Beenen G,Ling K,Wang XQ,Chang K,Frankowski D,Resnick P,Kraut R.Using Social Psychology to Motivate contributions to online communities[J].Journal of Computer-Mediated Communication.2004,6(3):212-221.
[67]Belk RW.Possessions and the extended self[J].Journal of consumer research,1988,15(9):140-168.
[68]Bentler PM.Comparative fit indexes in structural models[J].Psychological Bulletin,1990,107:238-246.
[69]Bergami M,Bagozzi RP.Self-categorization,affective commitment and group self-esteem as distinct aspects of social identity in the organization[J].British Journal of Social Psychology,2000,39:555-577.
[70]Bhattacharya CB,Hayagreeva Rao,Glynn MA.Understanding the bond of identification:an investigation of its correlates among art museum members.Journal of Marketing,1995,59:46-57.
[71]Bhattaeharya CM,Sen S.Consumer-company identification:a framework for understanding consumer's relationships with companies[J].Journal of Marketing,2003,67:76-88.
[72]Blanchard A,Markus ML.The experienced 'sense' of a virtual community:characteristics and Processes[J].The DATA Base for advances in information System,2004,35(1):65-79.
[73]Blood R.How blogging software reshapes the online community[J].Communications of the Acm,2004,47(12):53-55.
[74]Bollen K,Long JC.Tests for structural equation models:Introduction[J].Sociological Methods and Research,1992,21:123-131.
[75]Brennan KA,Clark CL,Shaver PR.Self-report measurement of adult attachment:An integrative overview[A].In J.A.Simpson & W.S.Rholes (Eds.),Attachment theory and close relationships[M],NewYork:The Guilford Press,1998:46-76.
[76]Brint S.Gemeinschaft revisited:A critique and reconstruction of the community concept.Sociological theory,2001,19(1):1-23.
[77]Brown E.Tripod-virtual community[J].Fortune,1997,136(1):87-87.
[78]Brown SL,Tilton A,Woodside DM.The case for online communities[J].Mckinsey Quarterly.2002,1.
[79]Bulter BS.Membership size,communication activity,and sustainability:A resource-based model of online social structures[J].Information Systems Research.2001,12(4):346-362.
[80]Burke PJ.Identity processes and social stress[J].American Sociological Review,1991,56:836-849.
[81]Burke PJ.Persons,Identities,and social interaction[A].in:Markovsky B,Heimer K,Brien JO.Advances in Group Processes[C].Greenwich CT:JAI,1994:
[82]Burke SK.In search of Lesbian community in an electronic world[J].CyberPsychology and Behavior,2000,3(4):591-604.
[83]Cardador MT,Pratt MG.Identification management and its bases:Bridging management and marketing perspectives through a focus on affiliation dimensions[J].Journal of the Academy of Marketing Science,2006,34(2):174-184.
[84]Carlson BD.Brand-based community:the Role of identification in developing a sense of community among brand users[D].Oklahoma State University,2005:
[85]Churchill GA.A paradigm for developing better measures of marketing constructs[J].Journal of Marketing Research,1979,16(1):64-73.
[86]Collins NL,Miller LC.Self-disclosure and Liking:A meta-analytic review[J].Psychological Bulletin,1994,116(3):457-475.
[87]Cooke M,Buckley N.Web 2.0,social networks and the future of market research[J].International Journal of Market Research,2008,50(2):267-292.
[88]Dahan E,Hauser JR.The virtual customer[J].Journal of product innovation Management,2002,19(5):332-353.
[89]de Souza CS,Preece J.A framework for analyzing and understanding online communities[J].Interacting with Computers,2004,16(3):579-610.
[90]Dholakia UM,Bagozzi RP,Pearo LK.A social influence model of consumer participation in network- and small-group-based virtual communities[J].International Journal of Research in Marketing,2004,21(3):241-263.
[91]Drigotas SM,Rusbult CE.Should I stay or should I go? A dependence model of breakups[J].Journal of Personality and Social Psychology,1992,62:62-87.
[92]Dutton JE,Dukerich JM,Harquail CV.Organizational images and member identification[J].Administrative Science Quarterly,1994,39:239-263.
[93]Ellemers N,Kortekaas P,Ouwerkerk JW.Self-categorisation,commitment to the group and group self-esteem as related but distinct aspects of social identity [J].European Journal of Social Psychology,1999,29:371-389.
[94]Ellemers N,Spears R,Doosje B.Sticking together or falling apart:in-group identification as a psychological determinant of group commitment Versus Individual Mobility[J].Journal of Personality and Social Psychology,1997,72:617-626.
[95]Ellis L.On the Rudiments of Possessions and Property[J].Social Science information.1985,24:113-143.
[96]Etzioni A,Etzioni O.Face-to-face and computer-mediated communities,a comparative analysis[J].Information Society,1999,15(4):241-248.
[97]Figallo C.Hosting web communities:building relationships,increasing customer loyalty,and maintaining a competitive edge[M].New York:John Wiley and Sons,1998:
[98]Fisher RJ,Ackerman D.The effects of recognition and group need on volunteering:a social norm perspective[J].Journal of consumer Research,1998,25:262-275.
[99]Fornell C,Larcker DF.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
[100]Fournier S.Consumers and their brands:developing relationship theory in consumer research[J].Journal of consumer Research,1998,24:3433-373.
[101]Fox N,Roberts C.GPs in cyberspace:the sociology of a 'virtual community'[J].Sociological Review,1999,47(4):643-671.
[102]Fraering M,Minor MS.Virtual community in financial institutions:development of the virtcommscale[J].Marketing Management Journal,2006, Fall: 13-25.
[103]Fraley RC, Waller NG, Brennan KA. An item response theory analysis of self-resport measure of adult attachment [J]. Journal of personality and social p sychology, 2000, 78 (2): 350-365.
[104] Franks DD, Marolla J. Efficacious action and social approval as interacting dimensions of self-esteem: a tentative formulation through construct validation [J]. Sociometry, 1976, 39: 324-341.
[105] Fuller J. Why consumers engage in virtual new product developments initiated by producers [J]. Advances in Consumer Resarch, 2006, 33: 639-646.
[106]Giddens A. Modernity and Self-identity: Self and Society in the late modern age [M]. Stanford, CA: Stanford University Press, 1991:
[107]Ginsburg M, Weisband S. Volunteerism and Virtual Community Business Success: The case of the internet chess club [J]. Journal of Organizational Computing and Electronic Commerce, 2006, 16(3-4): 325-343.
[108]Granitz NA, Ward JC. Virtual community: A sociocognitive analysis [J]. Advances in Consumer Research. Advances in Consumer Research. 1996, 23: 161-166.
[109]Gruen TW, Summers JO, Acito F. Relationship marketing activities, commitment, and membership behaviors in Professional associations [J]. Journal of marketing, 2000, 64: 34-49.
[110]Guerra AL, Braungart-Rieker JM. Predicting career indecision in collegestudents: The roles of identity formation and parental relationship factors [J]. Career Development Quarterly, 1999. 47: 255-266.
[111]Hagel, III J. and Armstrong, A.G., Net gain: Expanding markets through virtual communities [M]. Boston: Harvard Business School Press. 1997:
[112] Hair JF, Anderson RE, Tatham RL, Black WC. Multivariate Data Analysis, 5th ed. Prentice-Hall, Upper Saddle River, NJ, 1998:
[113] Hall H, Graham D. Creation and recreation: motivating collaboration to generate knowledge capital in online communities [J]. International Journal of Information Management, 2004, 24(3): 235-246.
[114]Hazan C, Shaver PR. Romantic love conceptualized as an attachment process [J]. Journal of Personality and Social Psychology, 1987, 52: 511-524.
[115]Hemetsberger, A. Fostering Cooperation on the internet: Social exchanges Process in innovative Virtual consumer Communities[J].Advances in Consumer Research,2002,29:354-356.
[116]Herring S,Scheidt LA,Wright E,Bonus S.Weblogs as a bridging genre[J].Information Technology and People,2005,18(2):142-171.
[117]Hirschman EC.Consumers and their animal companions[J].Journal of Consumer Research,1994,20:616-633.
[118]Hoffman DL,Novak TP.Marketing in hypermedia computer-mediated environments:conceptual Foundations[J].Journal of Marketing,1996,60:50-68.
[119]Hogg MA,Abrams D.Social motivation,self-esteem and social identity[A].In:Abrams D,Hogg MA(Eds),Social identity theory:Constructive and Critical advances[M],London:Harvester Wheatsheaf,1990:28-47.
[120]Hogg MA,Hardie EA.Prototypicality,Conformity and Depersonalized Attraction:A self-categorization Analysis of Group Cohesiveness[J].British Journal of Social Psychology,1992,31:41-56.
[121]Hogg MA,Turner JC.Interpersonal attraction,social identification and Psychological formation[J].European Journal of Social Psychology,1985,15:51-66.
[122]Johnson GJ,Ambrose PJ.Neo-tribes:The power and potential of online communities in health care[J].Communication of the ACM,2006,49(1):107-113.
[123]Jones Q,Rafaeli S.Time to split,virtually:"Discourse architecture" and "community building" as means to creating vibrant virtual publics[J].Electronic Markets:The internet.Journal of Electronic Commerce Business Media.2000,10(4):214-223.
[124]Jones Q,Ravid G,Rafaeli S.Information overload and the message dynamics of online interaction spaces:a theoretical model and empirical exploration[J].Information Systems Research,2004,15(2):194-210.
[125]Jones Q.Virtual-communities,virtual-settlements and cyber-atchaeology:a theoretical outline[J].Journal of Computer Mediated Communications,1997,3(3):125-143.
[126]Joreskog K,Sorbom D.LISREL 8:Use's Reference Guide,2d ed[M].Chicago:Scientific Software international,1999:
[127]Kauppinen AKK,Robinson M,Finland J.Identity in virtual communities[J].SIGGROUP Bulletin,1998,19(3):29-33
[128]Kim AJ.Community building on the web[M].Berkeley,CA:Peachpit Press,2000
[129]Kim AJ.Community building on the web:Secret strategies for successful online communities[M].Berkeley,CA:Peachpit Press,2000
[130]Kim WG,Lee C,Hiemstra SJ.Effects of an online virtual community on customer loyalty and travel product purchases[J].Tourism Management,2004,25(3):343-355.
[131]Kling R,Courtright C.Group behavior and learning in electronic forums:A sociotechnical approach[J].Information Society,2003,19(3):221-235.
[132]Koh J,Kim YG.Encouraging participation in virtual communities[J].Communication of the ACM,2007,50(2):69-73.
[133]Koh J,Kim YG.Sense of virtual community:a conceptual framework and empirical validation[J].International Journal of Electronic Commerce,2003,8(2):75-93.
[134]Kollock P.The economies of online cooperation:gifts and public goods in cyberspace[A].In:Smith MA,Kollock P.(eds.) communities in eyberspace[C].NewYork:Routledge,1999:220-239.
[135]Komito L.The Net as a foraging society:Flexible communities[J].The information society,1998,14:97-106.
[136]Kozinets RV.E-Tribalized Marketing:the strategic Implications of Virtual communities on Consumption[J].European Management Journal,1999,17(3):252-264.
[137]Krackhardt D,Porter LW.The snowball effect:Turnover embedded in communication networks[J].Journal of Applied Psychology,1986,71:50-55.
[138]Kuo YF.A study on service quality of virtual community websites[J].Total Quality Management.2003,14(4):461-473.
[139]Lantz G,Loeb S.An examination of the community identity and purchase preferences using the social identity approach[J].Advances in Consumer Research,1998,25:486-491.
[140]Lee Y,Chong QD.Multi-agent systems support for community-based learning [J].Interacting with Computers,2003,15(1):33-55.
[141]Leimeister JM,Ebner W,Krcrnar H.Design,implementation,and evaluation of trust-supporting components in virtual communities for patients[J].Journal of Management Information Systems,2005,21(4):101-135.
[142]Leimeister JM,Sidiras P,Krcmar H.Exploring Success Factors of Virtual Communities:the perspectives of Members and Operators[J].Journal of Organizational computing and Electronic commerce,2006,16(3-4):279-300.
[143]Levine JM.Moreland RL.Small groups in the handbook of social psychology [M].Gilbert DT,Fiske ST,Lindzey G(eds),Boston:McGraw-Hill,1998:425-469.
[144]Lilien GL,Morrison PD,Searls K,Sonnack M,von Hippel E.Performance Assessment of the Lead User idea-Generation Process for New product Development[J].Management Science,2002,48(8):1042-1059.
[145]Lin HF,Lee GG.Determinants of success for online communities:an empirical study[J].Behavior and Information Technology,2006,25(6):479-488.
[146]Maeti SA.From counterculture to cyberculture:virtual community discourse and the delimma of moderity[J].Journal of Computer-Mediated Communication,2005,10(3):
[147]Marcia JE.Development and validation of ego-identity status[J].Journal of Personality and Social Psychology,1966,3:551-558.
[148]McAlexander JH,Koenig HF.Building Brand Community[J].Journal of Marketing,2002,66:38-54.
[149]MeAlexander JH,Sehouten JW,Koenig HF.Building brand community[J].Journal of Marketing,2002,66(1):38-54.
[150]McCall GJ,Simmons JL.Identities and interactions.New York:Free Press,1978:
[151]McKenna KYA,Green AS,Gleason MEJ.Relationship formation on the internet:what's the big attraction[J]? Journal of Social Issue,2002,58(1):9.
[152]McMillan DW,Chavis DM.Sense of community:a definition and theory[J].Journal of community psychology,1986,14(1):6-23.
[153]McMillan DW.Sense of community[J].Journal of community psychology,1996,24(4):315-325.
[154]Morgan R,Hunt S.The commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58:20-38.
[155]Morris EW.Community in theory and practice:a framework for intellectual renewal[J].Journal of Planning Literature,1996,11(1):127-150.
[156]Muniz AM,O'Guinn TC.Brand community[J].Journal of Consumer Research,2001,27(4):412-432.
[157]Muniz AM,Schau HJ.Vigilante marketing and consumer-created communications[J].Journal of Advertising,2007,36(3):36-49.
[158]Nonnecke B,Preece J.Lurker Demographics:Counting the Silent[C].Proceedings of ACM CHI' 2000,Hague,The Netherlands,2000:73-80
[159]Novak TP,Hoffman DL,Yung YF.Measuring the customer Experience in online environments:a structural modeling approach[J].Marketing Science,2000,19(1):22-42.
[160]Nunnally JC,Bernstein IH.Psychometric Theory[M].NewYork:McGraw-Hill.1994:
[161]Nurmi J,Poole ME,Kalakoski V.Age differences in adolescent identity exploration and commitment in urban and rural environments[J].Journal of Adolescence,1996,19:443-452.
[162]Obst P,Zinkiewicz L,Smith SG.Sense of community in science fiction fandom [J].Journal of community Psychology,2002,30(1):87-103.
[163]Okleshen C,Grossbart S.Usenet groups,virtual community and consumer behaviors[J].Advances in Consumer Research,1998,25:276-282.
[164]Piller F,Schubert P,Koch M,Moslein K.Overcoming mass confusion:Collaborative customer co-design in online communities[J].Journal of Computer-Mediated Communication,2005,10(4).
[165]Porter CE,Donthu N.Cultivating trust and harvesting value in virtual communities[J].Managment Science.2008,54(1):113-128.
[166]Porter CE.A typology of Virtual communities:a multidisciplinary foundation for future research[J].Journal of computer-Mediated Communication,2004,10(1)
[167]Postmes T,Brunsting S.Collective Action in the age of internet[J].Social Science computerRevie,2002,20(3):290-301.
[168]Postmes T,Spears R,Lea M.Breaching or building social boundaries?Side-effects of computer-mediated communication[J].Communication Research,1998,25(6):689-715.
[169]Postmes T,Spears R,Lea M.The formation of group norms in computer-mediated communication[J].Human Communication Research,2000,26:341-371.
[170]Postmes T,Spears R,Sakhel K,de Groot D.Social influence in computer-mediated communication:the effects of anonymity on group behavior [J].Personality and Social Psychology Bulletin,2001,27(10):1243-1254.
[171]Preece J,Maloney-Krichmar D.Online communities:Design,theory,and practice[J].Journal of Computer-Mediated Communication,2005,10(4).
[172]Preece J.On-line communities:designing usability,supporting sociability.New York:Wiley,2001:
[173]Preece J.Sociability and usability in online communities:determining and measuring success[J].Behaviour and Information Technology,2001,20(5):347-356.
[174]Prentice DA,Miller DT,Lightdale JR.Asymmetries in attachment to groups and to their members:distinguishing between common-identity and common-bond groups[J].Personality and Social Psychology Bulletin,1994,20:484-493.
[175]Rafaeli S.Interactivity:from new media to communication[A].In:Hawkin(?) RP,Pingree S(eds).Advancing communication Science:Merging Mass and Interpersonal Processes[M].Newbury Park,CA:Sage,1988:110-134.
[176]Ren YQ,Kraut R,Kiesler,S.Applying common identity and bond theory to design of online communities[J].Organization Studies,2007,28(03):377-408.
[177]Rheingold H.Virtual communities:homesteading on the electronic frontier[M].New York:Addison-Wesley,1993:
[178]Ridings C,Gefen D,Arinze B.Psychological Barriers:Lurker and poster motivation and behavior in online communities[J].Communications of the Association for information Systems,2006,18:329-354.
[179]Ridings CM,Gefen D,Arinze B.Some antecedents and effects of trust in virtual communities[J].Journal of Strategic Information Systems,2002,11(3-4):271-295.
[180]Rigdon EE,Schumacker RE,Wothke W.A comparative review of interaction and nonlinear modeling[A].In:Schumacker RE,Marcoulides GA(eds.).Interaction and nonlinear effects in structural equation modeling[M].Mahwah,New Jersey:Lawrence Erlbaum Associates,Inc,1998:1-16.
[181]Rothaermel FT, Sugiyama S. Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com [J]. Journal of Management, 2001,27(3): 297-312.
[182] Russell CA, Norman AT, Heckler SE. The consumption of television programming: Development and validation of the connectedness scale [J]. Journal of Consumer Research, 2004, 31 (1): 150-161.
[183]Sassenberg K, Postmes T. Cognitive and strategic processes in small groups: effects of anonymity of the self and anonymity of the group on social influence [J]. British Journal of Social Psychology, 2002, 41: 463-480.
[184]Sassenberg K. Common bond and common identity groups on the internet: attachment and normative behavior in on-topic and off-topic chats [J]. Group Dynamics: Theory, Research, and Practice, 2002, 6(1): 27-37.
[185]Schau HJ, Gilly MC. We Are What We Post? Self-Presentation in personal Webspace [J]. Journal of Consumer Research, 2003, 30: 385-404.
[186]Schau HJ, Muniz AM. Brand communities and personal identities: Negotiations in cyberspace [J]. Advances in Consumer Research, 2002, 29: 344-349.
[187]Schlosser AE. Come together, right now, virtually: an examination into online communities [J]. Advances in Consumer Research, 2003, 30:192-195.
[188]Schoberth T, Heinzl A, Preece J. Exploring communication activities in online communities: a longitudinal analysis in the financial service industry [J]. Journal of Organizational computing and Electronic commerce, 2006, 16(3-4): 247-265.
[189]Schoberth T, Schrott G. Virtual communities [J]. Wirtschaftsinformatik, 2001, 43(5): 517-519.
[190]Schouten JW, McAlexander JH. Subcultures of consumption: an ethnography of the new bikers [J]. Journal of Consumer Research, 1995, 22: 43-61.
[191]Schultz SE, Kleine II, Kernan J B. These are a few of my favorite things: toward an explication of attachment as a consumer behavior construct [J]. Advances in Consumer Research, 1989, 16: 359-366.
[192]Schultz SE, Kleine RE, Kernan JB. These are a few of my favorite things: toward an explication of attachment as a consumer behavior construct [J]. Advances in Consumer Research, 1989, 16: 359-366.
[193]Seeley EA, Gardner WL, Pennington G, Gabriel S. Circle of friends or members of a group? Sex differences in relational and collective attachment to groups[J].Group Processes and intergroup relations,2003,6(3):251-263.
[194]Slater JS.Collecting brand loyalty:a comparative analysis of how Coca-Cola and Hallmark use collecting behavior to enhance brand loyalty[C].Paper presented at the Annual Conference of the Association of Consumer Research,Salt Lake City,UT.2000.
[195]Song I,Larose R,Eastin MS,Lin CA.Internet gratifications and Internet addiction:On the uses and abuses of new media[J].Cyberpsychology and Behavior,2004,7(4):384-394.
[196]Stanoevska-Slabeva K.Toward a community-oriented design of internet platforms[J].International Journal of Electronic Commerce,2002,6(3):72-94.
[197]Steiger JH.Structural model evaluation and modification:an interval estimation approach[J].Multivariate Behavioral Research,1990,25:183-180.
[198]Stets JE,Burke PJ.Identity theory and social identity theory[J].Social Psychology Quarterly,2000,63(3):224-237.
[199]Strauss SB.The psychological sense of community:Prospects for a community Psychology[M].San Francisco:Jossey-Bas,1974:
[200]Stryker S.Symbolic interaction:a structural version[M].Menlo Park,CA:Benjamin/Cummings,1980:
[201]Stryker S.The construction of self and the reconstruction of sovial relationship [J].Advances in Group Processes,1987,4:44-66.
[202]Surratt CG.Netlife:Internet Citizens and Their Communities[M].New York:Nova Science Publisher,Inc.,1998:
[203]Taifel H,Flament C,Billig MG,Bundy RF.Social categorization and intergroup behavior[J].European Journal of social Psychology,1971,1:149-177.
[204]Taifel H.Interindividual Behavior and intergroup behavior[A].In:Tajfel H(ed.).Differentiation between groups:studies in the social psychology of intergroup relations[M],London:Academic Press,1978:27-60.
[205]Tajfel H,Turner JC.The Social Identity Theory of Intergroup Behavior[A].In:Worchel S,Austin W(eds.).Psychology of Intergroup Relations[M].Chicago:Nelson-Hall,1986:
[206]Thompson AM,Bono BA.Work without Wages:The motivation of volunteer firefighters[J].American Journal of Economic and Sociology,1993,52(3): 323-343.
[207] Thomson M, Macinnis DJ, Park CW. The ties that bind: measuring the strength of consumers' emotional attachments to brands [J]. Journal of Consumer Psychology, 2005,15(1): 77-91.
[208] Turner JC. Social categorization and the self-concept: a social cognitive theory of group behavior [A]. In: Lawler EJ (ed). Advances in Group Precess [M], Greenwich, CT: JAI Press, 1985: 77-122.
[209]Turner JC. Social identification and Psychological group formation [A]. In: Taifel H. The social dimension: european developments in social psychology [M]. England: Cambridge University Press, 1984, 2: 518-538.
[210]Turner JC. Towards a cognitive redefinition of the social group [A]. In: Taifel, H. Social Identity and Intergroup Relations [M], Cambridge: Cambridge University Press, 1982:
[211]Turner JW, Grube JA, Meyers J. Developing an optimal match within online communities: an exploration of CMC support communities and traditional support [}]. Journal of Communication, 2001, 51(2): 231-251.
[212] Urban G, Hauser J. Listening in to find and explore new combinations of customer needs [J]. Journal of Marketing, 2004, 68: 72-87.
[213]Utz S. Social identification and interpersonal attraction in MUDs [J]. Swiss Journal of Psychology, 2003, 62(2): 91-101.
[214] van Lange PAM, Rusbult CE, Drigotas SM, Arriaga XB. Willingness to sacrifice in close relationships [J]. Journal of Personality and Social Psychology, 1997, 72: 1373-1396.
[215] von Hippel E, Katz R. Shifting innovation to users via toolkits [J]. Management Science, 2002, 48(7): 821-833.
[216]Walther J. Computer-mediated communication: impersonal, interpersonal, and hyperpersonal interaction [J]. Communication Research, 1996, 23: 3-43.
[217] Wang JC, Chen CL. An automated tool for managing interactions in virtual communities - Using social network analysis approach [J]. Journal of Organizational Computing and Electronic Commerce, 2004, 14(1): 1-26.
[218] Wang YC, Fesenmaier DR. Towards understanding members' general participation in and active contribution to an online travel community [J]. Tourism Management, 2004, 25(6): 709-722.
[219]Waterman AS.Identity status theory and Erikson's theory:Communalities and differences[J].Developmental Review,1988,8:185-208.
[220]Wellman B,Gulia M.Net-surfers don't ride alone:virtual communities as communities[A].In:B.Wellman(ed.).Networks in the global village:Life in contemporary communities[M].Boulder,CO:Westtview Press,1999:331-366.
[221]Wellman B,Salaff J,Dimitrova D,Garton L,Gulia M,Haythornthwaite C.Computer networks as social networks:collaborative work,telework,and virtual community[J].Annual Review of Sociology,1996,22:213-238.
[222]Wellman B.Studying personal communities[A].In:Marsden P,Lin N(eds.),Social Structure and Network Analysis[M].Beverly Hills,CA:Sage,1982:61-80.
[223]Wellman B.The virtual community:.Homesteading on the electronic frontier-Rheingold,H[M].Contemporary Sociology-a Journal of Reviews,1997,26(4):445-449.
[224]Williams RL,Cothrel J.Four smart ways to run online communities[J].Sloan Management Review,2000,41(4):81-91.
[1]Preece J,Maloney-Krichmar D.Online communities:Design,theory,and practice[J].Journal of Computer-Mediated Communication,2005,10(4).
[1]霍尔布鲁克和赫希曼(1982),消费者的个人经验:幻想、情感和乐趣,载自恩尼斯,考克斯,莫可瓦主编,营销学经典权威论文集,东北财经大学出版社,2000年11月版,第207-224页
[1]罗燕:web2.0退潮,《环球企业家》,2008(15),第81页
[1]http://www.psych.uiuc.edu/～rcfraley/attachment.htm
[1]互联网草根革命:Web2.0时代的成功方略,http://book.csdn.net/bookfiles/252/10025211424.shtml
[1]http://blog.donews.com/keso/archive/2006/06/02/898574.aspx
[1]柴晋颖,王飞绒.虚拟社区研究现状及展望[J].情报杂志,2007,5:101-104.
[2]丁义浩.虚拟社区及虚拟社区交往初探[J].武汉经济管理干部学院学报,2004,18(3):43-47.
[3]杜骏飞.存在于虚无:虚拟社区的社会实在性辨析[J].现代传播,2004,1:73-78.
[4]段伟文.网络空间的伦理反思[M].南京:江苏人民出版社,2002:
[5]范晓屏,杨艳,卢艳峰.基于知识交流的虚拟社区管理方式研究[J].经济论坛,2005,19:53-57.
[6]斐迪南.滕尼斯(著).林荣远(译).共同体与社会--纯粹社会学的基本概念[M].北京:商务印书馆,1999:346.
[7]高兆明.网络社会中的自我认同问题[J].天津社会科学,2003,2,49-54.
[8]格里格,津巴多等(著).王垒,王甦等(译).心理学与生活.北京:人民邮电出版社,2003:503.
[9]郭茂灿.虚拟社区中的规则及其服从--以天涯社区为例[J].社会学研究,2004,2:103-112.
[10]郭金山.西方心理学自我同一性概念的解析[J].心理科学进展,2003,11(2):227-234.
[11]郭玉锦,王欢.网络社区中的社会联系[J].中国软科学,2002,2:119-121.
[12]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2004:410.
[13]黄厚铭.虚拟社区中的身份认同与信任[D].台湾:台湾大学,2001:
[14]黄少华.论网络空间的人际交往[J].社会科学研究,2002,4:93-98.
[15]贾国华,吉登斯的自我认同理论评述[J].江汉论坛,2003,5:56-58.
[16]蒋索,邹泓,胡茜.国外自我表露研究述评[J].心理科学进展,2008,16(1):114-123.
[17]李辉.网络虚拟交往中的自我认同危机[J].社会科学,2004,6:84-88.
[18]李同归,加藤和生.成人依恋的测量:亲密关系经历量表[J].心理学报,2006,38(3):399-406.
[19]李谊凡,陆雄文.虚拟社区成员参与动机的实证研究--以网络游戏为例[J].南开管理评论,2007,10(5):55-60.
[20]凌霄.大学生网络内容偏好、自我同一性与网络成瘾的关系[J].理论界,2005(11):109-111.
[21]刘慧莹.埃里克森自我同一性理论的文化解析[J].社会科学辑刊,2002,3:55-61.
[22]刘瑛,杨伯溆.互联网与虚拟社区[J].社会学研究,2003,5:1-7.
[23]刘颖杰,赵学伟.关于网络自我认同危机[J].广西青年干部学院学报,2005,15(1):16-18.
[24]刘永芳.青少年自我同一性的发展及其与依恋的关系[D].济南:山东大学,2005:
[25]刘中起,朱玲怡.网际互动的特质与自我表达的实作理路[J].科学技术与辩证法,2002,19(6):39-44.
[26]马尔霍特拉(著).涂平等(译).市场营销研究:应用导向(第3版)[M].北京:电子工业出版社,2002:584.
[27]马兰,张兴红.当代大学生自我同一性调查研究[J].社会心理科学,2005,20(5-6):71-76.
[28]曼纽尔·卡斯特(著).曹荣湘(译).认同的力量[M].北京:社会科学文献出版社,2006:488.
[29]乔纳森·H·特纳(著).邱泽尔,张茂元等(译).社会学理论的结构[M].北京:华夏出版社,2006:510.
[30]佘瑞琴.青少年网络依赖现象与其自我表露[J].教育论坛,2006,2:52-56.
[31]孙颖,毛波.基于数据挖掘技术的虚拟社区成员行为研究[J].计算机应用.2003,1:50-55.
[32]王成兵,吴玉军.虚拟社会与当代认同危机[J].北京师范大学学报,2003,58-64.
[33]魏钧,陈中原,张勉.组织认同的基础理论、测量及相关变量[J].心理科学进展,2007,15(6):948-955.
[34]肖永清.国外自我展示研究探析[J].聊城大学学报(社会科学版),2007: 256-257.
[35]徐小龙,王方华.虚拟社区研究前沿探析.外国经济与管理,2007,29(9):10-17.
[36]雪莉·特克.虚拟化身:网络世代的身份认同.台北:遠流出版社,1998:
[37]杨宜音.文化认同的独立性和动力性:以马来西亚华人文化认同的演进与创新为例[A].见:张存武,汤熙勇.海外华族研究论集(第三卷).文化教育与认同[C].台北:华侨协会总会出版,2002:407-420.
[38]杨宜音.中国网民社会心理分析--第一份来自社会心理学家的专业研究报告[J].信息世界,2000,4:4-11.
[39]叶启政.虚拟与真实的浑沌化--网路世界的实作理路[J].社会学研究,1998:48-59.
[40]张立荣,管益杰,王詠.品牌至爱的概念及其发展[J].心理科学进展,2007,15(5):846-851.
[41]张莹瑞,佐斌.社会认同理论及其发展[J].心理科学进展,2006,14(3):475-480.
[42]赵志裕,温静,谭俭邦.社会认同的基本心理历程--香港回归中国的研究范例[J].社会学研究,2005,5:202-223.
[43]周红梅,郭永玉.自我同一性理论与经验研究[J].心理科学进展,2006,14(1):133-137.
[44]Ahuvia AC.Beyond the extended self:Loved objects and consumers' identity narratives[J].Journal of Consumer Research,2005,32(1):171-184.
[45]Alegsheimer R,Dholakia PM.Do customer communities pay off[J]? Harvard Business Review,2006,26-30.
[46]Algesheimer R,Dholakia UM,Herrmann A.The social influence of brand community:Evidence from European car clubs[J].Journal of Marketing,2005,69(3):19-34.
[47]Allen NJ,Meyer JP.The measurement and antecedents of affective,continuance and normative commitment to the organization[J].Journal of Occupational Psychology,1990,63:1-18.
[48]Allport FH.A structuronomic conception of behavior:Individual and collective [J].Journal of Abnormal and Social Psychology,1962,64:3-30.
[49]Alon AT,Brunel FF.Uncovering rhetorical methods of word-of mouth talk in an online community[J].Advances in consumer Research,2006,33:501-502.
[50]Amichai-Hamburger Y.Internet minimal group paradigm[J].Cyberpsychology and Behavior,2005,8(2):140-142.
[51]Anderson JC,Gerbing DW.Structural equation modeling in practice:A review and recommended two-step approach[J].Psychology Bulletin,1988,103(3):411-423.
[52]Anderson WT.Communities in a world of open systems[J].Futures,1999,31(5):457-463.
[53]Andrews D,Nonnecke B,Preece J.Electronic survey methodology:a case study in reaching hard-to-involve internet users[J].International Journal of Human-Computer Interaction,2003,16(2):185-210.
[54]Andrews D,Preece J,Turoff M.A conceptual framework for demographic groups resistant to on-line community interaction[J].International Journal of Electronic Commerce,2002,6(3):10-24.
[55]Armstrong A,Hagel Ⅲ J.The real value of online communities[J].Harvard Business Review.1996,May-June,134-142.
[56]Ashforth BE,Mael F.Social identity theory and the organization[J].Academy of Management Review.1989,14(1):20-39.
[57]Back KW.Influence through social communication[J].Journal of abnormal and Social Psychology,1951,46:9-23.
[58]Bagozai RP,Yi Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[59]Bagozzi RP,Dholakia UM.Intentional social action in virtual communities[J].Journal of interactive marketing,2002,16(2):2-20.
[60]Balasubramanian S,Mahajan V.The economic leverage of the virtual community[J].International Journal of Electronic Commerce,2001,5(3):103-138.
[61]Baldwin MW,Keelan JPR,Fehr B,Enns V,Koh-Rangarajoo E.Social-cognitive conceptualization of attachment working models:Availability and accessibility effects[J].Journal of Personality and Social Psychology,1996,71:94-109.
[62]Ball AD,Tasaki LH.The role and measurement of attachment in consumer behavior[J].Journal of Consumer Psychology,1992,1:155-172.
[63]Ballantine PW,Martin BAS.Forming parasocial rRelationships in online communities[J].Advances in Consumer Research,2005,32:197-201.
[64]Baron RM,Kenny DA.The moderator-mediator distinction in social psychological research:conceptual,strategic,and statistical considerations [J].Journal of personality and social Psychology,1986,51:1173-1182.
[65]Baumeister RF,Muraven M.Identity as adaptation to social,culture,and historical context[J].Journal of Adolescence,1996,11:56-95.
[66]Beenen G,Ling K,Wang XQ,Chang K,Frankowski D,Resnick P,Kraut R.Using Social Psychology to Motivate contributions to online communities[J].Journal of Computer-Mediated Communication.2004,6(3):212-221.
[67]Belk RW.Possessions and the extended self[J].Journal of consumer research,1988,15(9):140-168.
[68]Bentler PM.Comparative fit indexes in structural models[J].Psychological Bulletin,1990,107:238-246.
[69]Bergami M,Bagozzi RP.Self-categorization,affective commitment and group self-esteem as distinct aspects of social identity in the organization[J].British Journal of Social Psychology,2000,39:555-577.
[70]Bhattacharya CB,Hayagreeva Rao,Glynn MA.Understanding the bond of identification:an investigation of its correlates among art museum members.Journal of Marketing,1995,59:46-57.
[71]Bhattaeharya CM,Sen S.Consumer-company identification:a framework for understanding consumer's relationships with companies[J].Journal of Marketing,2003,67:76-88.
[72]Blanchard A,Markus ML.The experienced 'sense' of a virtual community:characteristics and Processes[J].The DATA Base for advances in information System,2004,35(1):65-79.
[73]Blood R.How blogging software reshapes the online community[J].Communications of the Acm,2004,47(12):53-55.
[74]Bollen K,Long JC.Tests for structural equation models:Introduction[J].Sociological Methods and Research,1992,21:123-131.
[75]Brennan KA,Clark CL,Shaver PR.Self-report measurement of adult attachment:An integrative overview[A].In J.A.Simpson & W.S.Rholes (Eds.),Attachment theory and close relationships[M],NewYork:The Guilford Press,1998:46-76.
[76]Brint S.Gemeinschaft revisited:A critique and reconstruction of the community concept.Sociological theory,2001,19(1):1-23.
[77]Brown E.Tripod-virtual community[J].Fortune,1997,136(1):87-87.
[78]Brown SL,Tilton A,Woodside DM.The case for online communities[J].Mckinsey Quarterly.2002,1.
[79]Bulter BS.Membership size,communication activity,and sustainability:A resource-based model of online social structures[J].Information Systems Research.2001,12(4):346-362.
[80]Burke PJ.Identity processes and social stress[J].American Sociological Review,1991,56:836-849.
[81]Burke PJ.Persons,Identities,and social interaction[A].in:Markovsky B,Heimer K,Brien JO.Advances in Group Processes[C].Greenwich CT:JAI,1994:
[82]Burke SK.In search of Lesbian community in an electronic world[J].CyberPsychology and Behavior,2000,3(4):591-604.
[83]Cardador MT,Pratt MG.Identification management and its bases:Bridging management and marketing perspectives through a focus on affiliation dimensions[J].Journal of the Academy of Marketing Science,2006,34(2):174-184.
[84]Carlson BD.Brand-based community:the Role of identification in developing a sense of community among brand users[D].Oklahoma State University,2005:
[85]Churchill GA.A paradigm for developing better measures of marketing constructs[J].Journal of Marketing Research,1979,16(1):64-73.
[86]Collins NL,Miller LC.Self-disclosure and Liking:A meta-analytic review[J].Psychological Bulletin,1994,116(3):457-475.
[87]Cooke M,Buckley N.Web 2.0,social networks and the future of market research[J].International Journal of Market Research,2008,50(2):267-292.
[88]Dahan E,Hauser JR.The virtual customer[J].Journal of product innovation Management,2002,19(5):332-353.
[89]de Souza CS,Preece J.A framework for analyzing and understanding online communities[J].Interacting with Computers,2004,16(3):579-610.
[90]Dholakia UM,Bagozzi RP,Pearo LK.A social influence model of consumer participation in network- and small-group-based virtual communities[J].International Journal of Research in Marketing,2004,21(3):241-263.
[91]Drigotas SM,Rusbult CE.Should I stay or should I go? A dependence model of breakups[J].Journal of Personality and Social Psychology,1992,62:62-87.
[92]Dutton JE,Dukerich JM,Harquail CV.Organizational images and member identification[J].Administrative Science Quarterly,1994,39:239-263.
[93]Ellemers N,Kortekaas P,Ouwerkerk JW.Self-categorisation,commitment to the group and group self-esteem as related but distinct aspects of social identity [J].European Journal of Social Psychology,1999,29:371-389.
[94]Ellemers N,Spears R,Doosje B.Sticking together or falling apart:in-group identification as a psychological determinant of group commitment Versus Individual Mobility[J].Journal of Personality and Social Psychology,1997,72:617-626.
[95]Ellis L.On the Rudiments of Possessions and Property[J].Social Science information.1985,24:113-143.
[96]Etzioni A,Etzioni O.Face-to-face and computer-mediated communities,a comparative analysis[J].Information Society,1999,15(4):241-248.
[97]Figallo C.Hosting web communities:building relationships,increasing customer loyalty,and maintaining a competitive edge[M].New York:John Wiley and Sons,1998:
[98]Fisher RJ,Ackerman D.The effects of recognition and group need on volunteering:a social norm perspective[J].Journal of consumer Research,1998,25:262-275.
[99]Fornell C,Larcker DF.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
[100]Fournier S.Consumers and their brands:developing relationship theory in consumer research[J].Journal of consumer Research,1998,24:3433-373.
[101]Fox N,Roberts C.GPs in cyberspace:the sociology of a 'virtual community'[J].Sociological Review,1999,47(4):643-671.
[102]Fraering M,Minor MS.Virtual community in financial institutions:development of the virtcommscale[J].Marketing Management Journal,2006, Fall: 13-25.
[103]Fraley RC, Waller NG, Brennan KA. An item response theory analysis of self-resport measure of adult attachment [J]. Journal of personality and social p sychology, 2000, 78 (2): 350-365.
[104] Franks DD, Marolla J. Efficacious action and social approval as interacting dimensions of self-esteem: a tentative formulation through construct validation [J]. Sociometry, 1976, 39: 324-341.
[105] Fuller J. Why consumers engage in virtual new product developments initiated by producers [J]. Advances in Consumer Resarch, 2006, 33: 639-646.
[106]Giddens A. Modernity and Self-identity: Self and Society in the late modern age [M]. Stanford, CA: Stanford University Press, 1991:
[107]Ginsburg M, Weisband S. Volunteerism and Virtual Community Business Success: The case of the internet chess club [J]. Journal of Organizational Computing and Electronic Commerce, 2006, 16(3-4): 325-343.
[108]Granitz NA, Ward JC. Virtual community: A sociocognitive analysis [J]. Advances in Consumer Research. Advances in Consumer Research. 1996, 23: 161-166.
[109]Gruen TW, Summers JO, Acito F. Relationship marketing activities, commitment, and membership behaviors in Professional associations [J]. Journal of marketing, 2000, 64: 34-49.
[110]Guerra AL, Braungart-Rieker JM. Predicting career indecision in collegestudents: The roles of identity formation and parental relationship factors [J]. Career Development Quarterly, 1999. 47: 255-266.
[111]Hagel, III J. and Armstrong, A.G., Net gain: Expanding markets through virtual communities [M]. Boston: Harvard Business School Press. 1997:
[112] Hair JF, Anderson RE, Tatham RL, Black WC. Multivariate Data Analysis, 5th ed. Prentice-Hall, Upper Saddle River, NJ, 1998:
[113] Hall H, Graham D. Creation and recreation: motivating collaboration to generate knowledge capital in online communities [J]. International Journal of Information Management, 2004, 24(3): 235-246.
[114]Hazan C, Shaver PR. Romantic love conceptualized as an attachment process [J]. Journal of Personality and Social Psychology, 1987, 52: 511-524.
[115]Hemetsberger, A. Fostering Cooperation on the internet: Social exchanges Process in innovative Virtual consumer Communities[J].Advances in Consumer Research,2002,29:354-356.
[116]Herring S,Scheidt LA,Wright E,Bonus S.Weblogs as a bridging genre[J].Information Technology and People,2005,18(2):142-171.
[117]Hirschman EC.Consumers and their animal companions[J].Journal of Consumer Research,1994,20:616-633.
[118]Hoffman DL,Novak TP.Marketing in hypermedia computer-mediated environments:conceptual Foundations[J].Journal of Marketing,1996,60:50-68.
[119]Hogg MA,Abrams D.Social motivation,self-esteem and social identity[A].In:Abrams D,Hogg MA(Eds),Social identity theory:Constructive and Critical advances[M],London:Harvester Wheatsheaf,1990:28-47.
[120]Hogg MA,Hardie EA.Prototypicality,Conformity and Depersonalized Attraction:A self-categorization Analysis of Group Cohesiveness[J].British Journal of Social Psychology,1992,31:41-56.
[121]Hogg MA,Turner JC.Interpersonal attraction,social identification and Psychological formation[J].European Journal of Social Psychology,1985,15:51-66.
[122]Johnson GJ,Ambrose PJ.Neo-tribes:The power and potential of online communities in health care[J].Communication of the ACM,2006,49(1):107-113.
[123]Jones Q,Rafaeli S.Time to split,virtually:"Discourse architecture" and "community building" as means to creating vibrant virtual publics[J].Electronic Markets:The internet.Journal of Electronic Commerce Business Media.2000,10(4):214-223.
[124]Jones Q,Ravid G,Rafaeli S.Information overload and the message dynamics of online interaction spaces:a theoretical model and empirical exploration[J].Information Systems Research,2004,15(2):194-210.
[125]Jones Q.Virtual-communities,virtual-settlements and cyber-atchaeology:a theoretical outline[J].Journal of Computer Mediated Communications,1997,3(3):125-143.
[126]Joreskog K,Sorbom D.LISREL 8:Use's Reference Guide,2d ed[M].Chicago:Scientific Software international,1999:
[127]Kauppinen AKK,Robinson M,Finland J.Identity in virtual communities[J].SIGGROUP Bulletin,1998,19(3):29-33
[128]Kim AJ.Community building on the web[M].Berkeley,CA:Peachpit Press,2000
[129]Kim AJ.Community building on the web:Secret strategies for successful online communities[M].Berkeley,CA:Peachpit Press,2000
[130]Kim WG,Lee C,Hiemstra SJ.Effects of an online virtual community on customer loyalty and travel product purchases[J].Tourism Management,2004,25(3):343-355.
[131]Kling R,Courtright C.Group behavior and learning in electronic forums:A sociotechnical approach[J].Information Society,2003,19(3):221-235.
[132]Koh J,Kim YG.Encouraging participation in virtual communities[J].Communication of the ACM,2007,50(2):69-73.
[133]Koh J,Kim YG.Sense of virtual community:a conceptual framework and empirical validation[J].International Journal of Electronic Commerce,2003,8(2):75-93.
[134]Kollock P.The economies of online cooperation:gifts and public goods in cyberspace[A].In:Smith MA,Kollock P.(eds.) communities in eyberspace[C].NewYork:Routledge,1999:220-239.
[135]Komito L.The Net as a foraging society:Flexible communities[J].The information society,1998,14:97-106.
[136]Kozinets RV.E-Tribalized Marketing:the strategic Implications of Virtual communities on Consumption[J].European Management Journal,1999,17(3):252-264.
[137]Krackhardt D,Porter LW.The snowball effect:Turnover embedded in communication networks[J].Journal of Applied Psychology,1986,71:50-55.
[138]Kuo YF.A study on service quality of virtual community websites[J].Total Quality Management.2003,14(4):461-473.
[139]Lantz G,Loeb S.An examination of the community identity and purchase preferences using the social identity approach[J].Advances in Consumer Research,1998,25:486-491.
[140]Lee Y,Chong QD.Multi-agent systems support for community-based learning [J].Interacting with Computers,2003,15(1):33-55.
[141]Leimeister JM,Ebner W,Krcrnar H.Design,implementation,and evaluation of trust-supporting components in virtual communities for patients[J].Journal of Management Information Systems,2005,21(4):101-135.
[142]Leimeister JM,Sidiras P,Krcmar H.Exploring Success Factors of Virtual Communities:the perspectives of Members and Operators[J].Journal of Organizational computing and Electronic commerce,2006,16(3-4):279-300.
[143]Levine JM.Moreland RL.Small groups in the handbook of social psychology [M].Gilbert DT,Fiske ST,Lindzey G(eds),Boston:McGraw-Hill,1998:425-469.
[144]Lilien GL,Morrison PD,Searls K,Sonnack M,von Hippel E.Performance Assessment of the Lead User idea-Generation Process for New product Development[J].Management Science,2002,48(8):1042-1059.
[145]Lin HF,Lee GG.Determinants of success for online communities:an empirical study[J].Behavior and Information Technology,2006,25(6):479-488.
[146]Maeti SA.From counterculture to cyberculture:virtual community discourse and the delimma of moderity[J].Journal of Computer-Mediated Communication,2005,10(3):
[147]Marcia JE.Development and validation of ego-identity status[J].Journal of Personality and Social Psychology,1966,3:551-558.
[148]McAlexander JH,Koenig HF.Building Brand Community[J].Journal of Marketing,2002,66:38-54.
[149]MeAlexander JH,Sehouten JW,Koenig HF.Building brand community[J].Journal of Marketing,2002,66(1):38-54.
[150]McCall GJ,Simmons JL.Identities and interactions.New York:Free Press,1978:
[151]McKenna KYA,Green AS,Gleason MEJ.Relationship formation on the internet:what's the big attraction[J]? Journal of Social Issue,2002,58(1):9.
[152]McMillan DW,Chavis DM.Sense of community:a definition and theory[J].Journal of community psychology,1986,14(1):6-23.
[153]McMillan DW.Sense of community[J].Journal of community psychology,1996,24(4):315-325.
[154]Morgan R,Hunt S.The commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58:20-38.
[155]Morris EW.Community in theory and practice:a framework for intellectual renewal[J].Journal of Planning Literature,1996,11(1):127-150.
[156]Muniz AM,O'Guinn TC.Brand community[J].Journal of Consumer Research,2001,27(4):412-432.
[157]Muniz AM,Schau HJ.Vigilante marketing and consumer-created communications[J].Journal of Advertising,2007,36(3):36-49.
[158]Nonnecke B,Preece J.Lurker Demographics:Counting the Silent[C].Proceedings of ACM CHI' 2000,Hague,The Netherlands,2000:73-80
[159]Novak TP,Hoffman DL,Yung YF.Measuring the customer Experience in online environments:a structural modeling approach[J].Marketing Science,2000,19(1):22-42.
[160]Nunnally JC,Bernstein IH.Psychometric Theory[M].NewYork:McGraw-Hill.1994:
[161]Nurmi J,Poole ME,Kalakoski V.Age differences in adolescent identity exploration and commitment in urban and rural environments[J].Journal of Adolescence,1996,19:443-452.
[162]Obst P,Zinkiewicz L,Smith SG.Sense of community in science fiction fandom [J].Journal of community Psychology,2002,30(1):87-103.
[163]Okleshen C,Grossbart S.Usenet groups,virtual community and consumer behaviors[J].Advances in Consumer Research,1998,25:276-282.
[164]Piller F,Schubert P,Koch M,Moslein K.Overcoming mass confusion:Collaborative customer co-design in online communities[J].Journal of Computer-Mediated Communication,2005,10(4).
[165]Porter CE,Donthu N.Cultivating trust and harvesting value in virtual communities[J].Managment Science.2008,54(1):113-128.
[166]Porter CE.A typology of Virtual communities:a multidisciplinary foundation for future research[J].Journal of computer-Mediated Communication,2004,10(1)
[167]Postmes T,Brunsting S.Collective Action in the age of internet[J].Social Science computerRevie,2002,20(3):290-301.
[168]Postmes T,Spears R,Lea M.Breaching or building social boundaries?Side-effects of computer-mediated communication[J].Communication Research,1998,25(6):689-715.
[169]Postmes T,Spears R,Lea M.The formation of group norms in computer-mediated communication[J].Human Communication Research,2000,26:341-371.
[170]Postmes T,Spears R,Sakhel K,de Groot D.Social influence in computer-mediated communication:the effects of anonymity on group behavior [J].Personality and Social Psychology Bulletin,2001,27(10):1243-1254.
[171]Preece J,Maloney-Krichmar D.Online communities:Design,theory,and practice[J].Journal of Computer-Mediated Communication,2005,10(4).
[172]Preece J.On-line communities:designing usability,supporting sociability.New York:Wiley,2001:
[173]Preece J.Sociability and usability in online communities:determining and measuring success[J].Behaviour and Information Technology,2001,20(5):347-356.
[174]Prentice DA,Miller DT,Lightdale JR.Asymmetries in attachment to groups and to their members:distinguishing between common-identity and common-bond groups[J].Personality and Social Psychology Bulletin,1994,20:484-493.
[175]Rafaeli S.Interactivity:from new media to communication[A].In:Hawkin(?) RP,Pingree S(eds).Advancing communication Science:Merging Mass and Interpersonal Processes[M].Newbury Park,CA:Sage,1988:110-134.
[176]Ren YQ,Kraut R,Kiesler,S.Applying common identity and bond theory to design of online communities[J].Organization Studies,2007,28(03):377-408.
[177]Rheingold H.Virtual communities:homesteading on the electronic frontier[M].New York:Addison-Wesley,1993:
[178]Ridings C,Gefen D,Arinze B.Psychological Barriers:Lurker and poster motivation and behavior in online communities[J].Communications of the Association for information Systems,2006,18:329-354.
[179]Ridings CM,Gefen D,Arinze B.Some antecedents and effects of trust in virtual communities[J].Journal of Strategic Information Systems,2002,11(3-4):271-295.
[180]Rigdon EE,Schumacker RE,Wothke W.A comparative review of interaction and nonlinear modeling[A].In:Schumacker RE,Marcoulides GA(eds.).Interaction and nonlinear effects in structural equation modeling[M].Mahwah,New Jersey:Lawrence Erlbaum Associates,Inc,1998:1-16.
[181]Rothaermel FT, Sugiyama S. Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com [J]. Journal of Management, 2001,27(3): 297-312.
[182] Russell CA, Norman AT, Heckler SE. The consumption of television programming: Development and validation of the connectedness scale [J]. Journal of Consumer Research, 2004, 31 (1): 150-161.
[183]Sassenberg K, Postmes T. Cognitive and strategic processes in small groups: effects of anonymity of the self and anonymity of the group on social influence [J]. British Journal of Social Psychology, 2002, 41: 463-480.
[184]Sassenberg K. Common bond and common identity groups on the internet: attachment and normative behavior in on-topic and off-topic chats [J]. Group Dynamics: Theory, Research, and Practice, 2002, 6(1): 27-37.
[185]Schau HJ, Gilly MC. We Are What We Post? Self-Presentation in personal Webspace [J]. Journal of Consumer Research, 2003, 30: 385-404.
[186]Schau HJ, Muniz AM. Brand communities and personal identities: Negotiations in cyberspace [J]. Advances in Consumer Research, 2002, 29: 344-349.
[187]Schlosser AE. Come together, right now, virtually: an examination into online communities [J]. Advances in Consumer Research, 2003, 30:192-195.
[188]Schoberth T, Heinzl A, Preece J. Exploring communication activities in online communities: a longitudinal analysis in the financial service industry [J]. Journal of Organizational computing and Electronic commerce, 2006, 16(3-4): 247-265.
[189]Schoberth T, Schrott G. Virtual communities [J]. Wirtschaftsinformatik, 2001, 43(5): 517-519.
[190]Schouten JW, McAlexander JH. Subcultures of consumption: an ethnography of the new bikers [J]. Journal of Consumer Research, 1995, 22: 43-61.
[191]Schultz SE, Kleine II, Kernan J B. These are a few of my favorite things: toward an explication of attachment as a consumer behavior construct [J]. Advances in Consumer Research, 1989, 16: 359-366.
[192]Schultz SE, Kleine RE, Kernan JB. These are a few of my favorite things: toward an explication of attachment as a consumer behavior construct [J]. Advances in Consumer Research, 1989, 16: 359-366.
[193]Seeley EA, Gardner WL, Pennington G, Gabriel S. Circle of friends or members of a group? Sex differences in relational and collective attachment to groups[J].Group Processes and intergroup relations,2003,6(3):251-263.
[194]Slater JS.Collecting brand loyalty:a comparative analysis of how Coca-Cola and Hallmark use collecting behavior to enhance brand loyalty[C].Paper presented at the Annual Conference of the Association of Consumer Research,Salt Lake City,UT.2000.
[195]Song I,Larose R,Eastin MS,Lin CA.Internet gratifications and Internet addiction:On the uses and abuses of new media[J].Cyberpsychology and Behavior,2004,7(4):384-394.
[196]Stanoevska-Slabeva K.Toward a community-oriented design of internet platforms[J].International Journal of Electronic Commerce,2002,6(3):72-94.
[197]Steiger JH.Structural model evaluation and modification:an interval estimation approach[J].Multivariate Behavioral Research,1990,25:183-180.
[198]Stets JE,Burke PJ.Identity theory and social identity theory[J].Social Psychology Quarterly,2000,63(3):224-237.
[199]Strauss SB.The psychological sense of community:Prospects for a community Psychology[M].San Francisco:Jossey-Bas,1974:
[200]Stryker S.Symbolic interaction:a structural version[M].Menlo Park,CA:Benjamin/Cummings,1980:
[201]Stryker S.The construction of self and the reconstruction of sovial relationship [J].Advances in Group Processes,1987,4:44-66.
[202]Surratt CG.Netlife:Internet Citizens and Their Communities[M].New York:Nova Science Publisher,Inc.,1998:
[203]Taifel H,Flament C,Billig MG,Bundy RF.Social categorization and intergroup behavior[J].European Journal of social Psychology,1971,1:149-177.
[204]Taifel H.Interindividual Behavior and intergroup behavior[A].In:Tajfel H(ed.).Differentiation between groups:studies in the social psychology of intergroup relations[M],London:Academic Press,1978:27-60.
[205]Tajfel H,Turner JC.The Social Identity Theory of Intergroup Behavior[A].In:Worchel S,Austin W(eds.).Psychology of Intergroup Relations[M].Chicago:Nelson-Hall,1986:
[206]Thompson AM,Bono BA.Work without Wages:The motivation of volunteer firefighters[J].American Journal of Economic and Sociology,1993,52(3): 323-343.
[207] Thomson M, Macinnis DJ, Park CW. The ties that bind: measuring the strength of consumers' emotional attachments to brands [J]. Journal of Consumer Psychology, 2005,15(1): 77-91.
[208] Turner JC. Social categorization and the self-concept: a social cognitive theory of group behavior [A]. In: Lawler EJ (ed). Advances in Group Precess [M], Greenwich, CT: JAI Press, 1985: 77-122.
[209]Turner JC. Social identification and Psychological group formation [A]. In: Taifel H. The social dimension: european developments in social psychology [M]. England: Cambridge University Press, 1984, 2: 518-538.
[210]Turner JC. Towards a cognitive redefinition of the social group [A]. In: Taifel, H. Social Identity and Intergroup Relations [M], Cambridge: Cambridge University Press, 1982:
[211]Turner JW, Grube JA, Meyers J. Developing an optimal match within online communities: an exploration of CMC support communities and traditional support [}]. Journal of Communication, 2001, 51(2): 231-251.
[212] Urban G, Hauser J. Listening in to find and explore new combinations of customer needs [J]. Journal of Marketing, 2004, 68: 72-87.
[213]Utz S. Social identification and interpersonal attraction in MUDs [J]. Swiss Journal of Psychology, 2003, 62(2): 91-101.
[214] van Lange PAM, Rusbult CE, Drigotas SM, Arriaga XB. Willingness to sacrifice in close relationships [J]. Journal of Personality and Social Psychology, 1997, 72: 1373-1396.
[215] von Hippel E, Katz R. Shifting innovation to users via toolkits [J]. Management Science, 2002, 48(7): 821-833.
[216]Walther J. Computer-mediated communication: impersonal, interpersonal, and hyperpersonal interaction [J]. Communication Research, 1996, 23: 3-43.
[217] Wang JC, Chen CL. An automated tool for managing interactions in virtual communities - Using social network analysis approach [J]. Journal of Organizational Computing and Electronic Commerce, 2004, 14(1): 1-26.
[218] Wang YC, Fesenmaier DR. Towards understanding members' general participation in and active contribution to an online travel community [J]. Tourism Management, 2004, 25(6): 709-722.
[219]Waterman AS.Identity status theory and Erikson's theory:Communalities and differences[J].Developmental Review,1988,8:185-208.
[220]Wellman B,Gulia M.Net-surfers don't ride alone:virtual communities as communities[A].In:B.Wellman(ed.).Networks in the global village:Life in contemporary communities[M].Boulder,CO:Westtview Press,1999:331-366.
[221]Wellman B,Salaff J,Dimitrova D,Garton L,Gulia M,Haythornthwaite C.Computer networks as social networks:collaborative work,telework,and virtual community[J].Annual Review of Sociology,1996,22:213-238.
[222]Wellman B.Studying personal communities[A].In:Marsden P,Lin N(eds.),Social Structure and Network Analysis[M].Beverly Hills,CA:Sage,1982:61-80.
[223]Wellman B.The virtual community:.Homesteading on the electronic frontier-Rheingold,H[M].Contemporary Sociology-a Journal of Reviews,1997,26(4):445-449.
[224]Williams RL,Cothrel J.Four smart ways to run online communities[J].Sloan Management Review,2000,41(4):81-91.