中文摘要：

针对用户逃离现象,本文以＂开心网＂为例,通过网络志观察和阐释学分析,研究了互动对网络社群忠诚的影响。研究结论包括：（1）发现社群成员的自我互动是社群互动的一种重要形式,这是已有研究尚未提到的。（2）证实了已有研究中提到的社群成员之间的互动、社群成员与非社群成员的互动、社群成员与社群管理者的互动等互动形式的存在。（3）这些互动均对社群忠诚产生影响,但影响机制不同,它们分别通过情感体验、社会资本构建、权力与地位转换、社群满意度等中介因素影响社群忠诚。在此基础上,本文还对实践意义及研究局限性进行了探讨。

英文摘要：

Using netnography and hermeneutic approach,this paper takes Kai-xin community for example to analyze user loss phenomena and to study the influence of interaction on community loyalty.It shows that（1） member’s self interaction is a new kind of interaction in community,which is not studies before;（2） other three kinds of interactions,which had been studies,are confirmed again;（3） all four kinds of interactions affect community loyalty,but the functions are different;they affect community loyalty through emotion experience,social capital production,conversion of power and status,and community satisfaction respectively.At last,the practice meaning and limits are also discussed.