中文摘要：

用户参与是在线社区商业模式成功的基础,但很多在线社区却面临着用户参与度低的问题。以往研究多将用户参与行为看作一个整体,却很少细究用户参与行为可能的类型,不利于理论研究的深化及商业社区的运营实践。本研究以一个在线健康社区为例,基于内容分析法及SSBC编码将用户参与行为细化为6种类型,通过统计分析及QAP分析了不同类型行为之间的关系。研究发现：情感支持、知识分享及离题行为是最主要的行为类型,用户的情感支持行为与知识分享行为、离题行为之间存在着正向关系。上述发现扩展了SSBC的行为类型,梳理了不同行为类型之间的关系,有助于深化对用户在线参与行为的理论研究,对社区管理及其商业模式实现也有一定的实践启示。

英文摘要：

User participation acts as the basis of successfully operating online communities.Nowadays,many online communities are facing the problem of a lower user participation level.Most previous researches viewed user participation activities as a single entity instead of exploring the possible categories of such activities,which is unconducive to the theoretical development and the practical operation of business communities.Taking online health community as an example,this paper firstly divides users＇ online behavior into six types based on content analysis and SSBC,and then examines their correlations through statistical analysis and QAP approach.The empirical results show that emotional support,knowledge sharing,and off-topic behavior are the main behavior styles;and they are all correlated in a positive fashion.The findings in this paper will enrich the studies on behavior types of SSBC,straighten out the correlations among them,and develop theoretical research on online user participation,and will also offer practical insights to community operation.