中文摘要：

随着社交媒介的迅速发展，网络社群平台对组织和公众客户的重要性日益显著，网络社群的凝聚力和活跃度成为社群成功的重要标志。然而，对于为什么一些网络社群较另一些网络社群更为成功，这方面的理论研究却开展不多。考虑了群个体成员的认知特征与群整体的行为特征，探讨网络社群运营商（群平台）如何提升其凝聚力与活跃度。一方面，从网络社群中个体成员对平台认知的角度，采用实证研究方法，探究群平台的品牌感知、安全保护感知和隐私保护感知是如何通过影响群平台信任，从而提升群活跃度和群凝聚力；另一方面，个体认知只是群体认知的基础，无法完全代表群体层次上的特征，从群平台整体行为特征的角度，采用实验研究方法，设计了两类群平台品牌、两类群安全保护措施以及两类群隐私保护措施共3组实验，研究了3个不同变量环境下，群成员信任、群活跃度和群凝聚力的差异性。结果表明，网络社群平台的品牌感知、安全保护感知以及隐私保护感知，可以直接影响用户对群平台信任，从而影响网络社群的凝聚力与活跃度。

英文摘要：

With the rapid development of social media, online community plat{orm is becoming more and more important to both the organization customers and the community become the key indicator for the success public customers, thus the cohesion and vitality ot onhne of an online community. However, there are very few theoretical studies on why some online communities are more successful than the others. Considering the cognitive features of group members and the behavioral features of the group, we explore how online community operators （group platforms） can enhance the cohesion and vitality of an online community. From the perspective of individual members＇ cognition on the platform, we also explore how group platform＇s brand perception, perceived security protection and perceived privacy security can enhance group vitality and group cohesion by influencing users - trust of group platform through the empirical study. In fact, individual cognition, as the basis of group cognition, cannot fully represent the features of group hierarchy. From the angle of the whole behavior features of a group platform, we design three experiments, with two kinds of group platform brands, two kinds of group security protection measures and two kinds of group privacy protection measures to study the difference of group membership trust, group vitality and group cohesion under three different variables. The results show that online community platform＇s brand awareness, perceived security protection, and perceived privacy security, directly affect users- trust on group Platform, thus affecting the cohesion and vitality of the online community.