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中文摘要：
用户积极参与社区并共享信息和知识是虚拟社区发展的关键。已有文献往往采用技术接受模型（TAM）、信任理论和社会认知理论，从单个用户角度来分析虚拟社区用户行为，很少考虑到虚拟社区作为一个团体对用户行为的作用。基于社会影响理论，分析了社会影响的三个过程包括顺从、认同、内化对用户行为的作用。顺从通过主观规范来体现；认同通过社会认可来体现，并包括认知维、情感维和评价维三个维度；内化通过团体规范来体现。收集了450份有效数据，采用LISREL进行分析，结果表明社会认可和团体规范对用户知识共享行为有显著作用，没有发现主观规范对用户行为的作用；团体规范显著影响社会认可。因此，虚拟社区管理者应采取措施，建立清晰的团体规范，增进用户的认同感，从而促进用户的知识共享行为。
英文摘要：
It is critical for the development of virtual community that users actively participate in community and share information and knowledge with others. Extant literature has tried to explain single user＇s behavior of virtual community with TAM, trust and social cognitive theories, but seldom examined the effect of virtual community as a group on user＇s behavior. Based on social influence theory, it analyzes the effect of three processes including compliance, identification and internalization on user＇s behavior. Compliance is represented by subjective norm. Identification is represented by social identity and includes three dimensions of cognition, affection and evaluation. Internalization is represented by group norm. Here, it has collected 450 valid samples and analyzed the data with LISREL. The results show that both social identity and group norm have significant effect on users knowledge sharing behavior. It finds no obvious effect of subjective norm on users behavioral intention. In addition, group norm significantly affects social identity. Therefore, virtual community managers should adopt measures to build clear group norm and increase user＇s identification, then user＇s knowledge sharing behavior can be promoted.
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