Research on the Influencing Factors of the Effectiveness of WeChat Community Management
- DOI
- 10.2991/assehr.k.201023.057How to use a DOI?
- Keywords
- member perspective, WaChat community, management effectiveness, regression analysis, moderating effect
- Abstract
In order to achieve the effectiveness of WeChat community management, based on the perspective of members, select community goals, community positioning, community trust, community belonging, community reciprocity, community rules, etc. that affect WeChat community management 6 factors, establish a six-dimensional influencing factor model, explore the relationship between each factor and the effectiveness of WeChat community management. Then the community type is added as a moderator to study its influence on the relationship between various factors and management effectiveness. The research results show that: ① Among the types of communities without categories, community goals, trust, belonging, and reciprocity have a positive effect on the effectiveness of WeChat community management, but the role of community positioning and rules is not significant; ② Add community types as moderators. Community types have significant moderating effects, in non-interpersonal communities, the variables related to the effectiveness of community management are community goals, trust, belonging and reciprocity; In interpersonal communities, the variables related to the effectiveness of community management are community norms and community belonging. Among them, the effectiveness of community belonging in interpersonal communities is stronger than that of non-interpersonal ones.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Sheng Yongxiang AU - Zhou Yuanyuan AU - Wu Jie PY - 2020 DA - 2020/11/06 TI - Research on the Influencing Factors of the Effectiveness of WeChat Community Management BT - Proceedings of the 2020 5th International Conference on Modern Management and Education Technology (MMET 2020) PB - Atlantis Press SP - 284 EP - 291 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201023.057 DO - 10.2991/assehr.k.201023.057 ID - Yongxiang2020 ER -