摘要
近年来虚拟社群的迅猛发展引起了各行各业的重视，越来越多的创业者试图
从虚拟社群打开一条出路。在线社群打破了传统社区对线下空间的要求，能够快
速传递知识、结识伙伴、交换资源，以至于吸引了越来越多的各层次的人群。虚
拟社群作为一个重要的新的生活场景日益变得常态化，社群不仅为创新想法的诞
生和孵化提供了便利，也越来越成为一个重要的营销场景

如何能提高社群中知识传递的质量和效率是所有社群经营者面临的问题，而
信任在这其中发挥的作用不言而喻。通过文献回顾，本文梳理了社群认同、感知
可信任性、信任倾向、熟悉程度、信任的概念，试图阐明社群中信任的影响机制

本文运用 SPSS20.0 软件，对来自三个不同领域的 30 个社群的 451 份问卷数据进
行分析，深入讨论社群认同对社群中信任的影响机制，以及基于计算的感知可信
任性、基于人际的感知可信任性、基于制度的感知可信任性在其中的中介作用，
以及信任倾向在社群认同与三种类型的感知可信任性之间关系的调节作用，以及
熟悉程度对感知可信任性与社群中信任之间关系的调节作用

实证分析结果显示：社群认同对成员间的信任以及成员对系统的信任都有显
著正向影响，基于计算的感知可信任性、基于人际的感知可信任性、基于制度的
感知可信任性在其中都起到部分中介作用；熟悉程度在基于计算的感知可信任性
与成员对系统的信任的关系中起到负向调节作用；熟悉程度在基于制度的感知可
信任性与成员间的信任以及对系统的信任的关系中都起到正向调节作用；而信任
倾向的调节作用未得到验证。结合本文的分析结果，我们对社群经营者提出了针
对性的建议，并就本次研究的局限性和未来研究的的方向进行了讨论

关键词：虚拟社群；信任；社群认同；感知可信任性；信任倾向；熟悉程度哈尔滨工业大学管理学硕士学位论文
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Abstract
In recent years, the rapid development of virtual communities has attracted the
attention of all walks of life. More and more entrepreneurs are trying to open a way out
from the virtual communities. The virtual communities break the demands of the
traditional communities for offline space. With its&39; convenience, people can deliver
knowledge and gather partners and exchange resources quickly. So the virtual
communities are attracting more and more people at all levels. The virtual communities
as an important new life scene has become increasingly normal. The virtual
communities not only provide a convenience for the creation and incubation of
innovative ideas, but also increasingly become an important marketing scene.
How to improve the quality and efficiency of knowledge delivery in the
community is a problem for all community operators, and the role of trust in this is
self-evident. Through the literature review, this paper combs the concepts of community
identity, perceived trustworthiness, trust tendency, familiarity and trust, and tries to
clarify the mechanism of trust in community. In this paper, 451 questionnaire data from
30 communities in three different areas were analyzed by SPSS20.0 software. We
discussed the impact mechanism of community identification on community trust and
the mediating roles of calculation-based perceived trustworthiness, relation-based
perceived trustworthiness, institution-based perceived trustworthiness in it. We
discussed the moderating effect of trust propensity on the relationship between
community identification and perceived trustworthiness and the moderating effect of
familiarity on the relationship between perceived trustworthiness and trust in the virtual
communities.
The results of empirical analysis show that community identification has a
significant positive impact on trust between members and trust of members. The
calculation-based perceived trustworthiness, relation-based perceived trustworthiness
and institution-based perceived trustworthiness all play a partial mediating role in the
impact of community identification on trust in the the virtual communities. Familiarity
has a negative moderating effect on the relationship between the calculate-based
perceived trustworthiness and the trust of the members to the system; familiarity has a
positive moderating effect both on the relationship between the institution-based
perceived trustworthiness and the trust between members and the relationship between
the institution-based perceived trustworthiness and the trust of the members to the哈尔滨工业大学管理学硕士学位论文
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system.The moderating effect of trust propensity on the relationship between
community identification and perceived trustworthiness has not been verified. Based on
the analysis results of this paper, we put forward the specific suggestions to the
community operators. Limitations of this study and directions for future research are
also discussed.
Keywords: virtual community, trust, community identity, perceived trustworthiness,
trust tendency, familiarity哈尔滨工业大学管理学硕士学位论文
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目 录
摘要........I
ABSTRACT..........II
第 1 章 绪 论.....1
1.1 研究背景及问题提出.....1
1.1.1 研究背景...1
1.1.2 问题提出...2
1.2 研究意义.2
1.2.1 理论意义...2
1.2.2 实践意义...3
1.3 国内外研究现状及综述.4
1.3.1 社群认同...4
1.3.2 信任...........5
1.3.3 感知可信任性.......6
1.3.4 信任倾向...7
1.3.5 熟悉程度...8
1.3.6 国内外文献综述...9
1.4 研究内容与研究方法.....9
1.4.1 研究内容...9
1.4.2 研究方法.10
1.5 技术路线........... 11
第 2 章 研究设计理论基础与研究模型构建...13
2.1 社群认同对信任的影响...........13
2.2 社群认同对感知可信任性的影响.......14
2.2.1 社群认同对基于计算的感知可信任性的影响.14
2.2.2 社群认同对基于人际的感知可信任性的影响.14
2.2.3 社群认同对基于制度的感知可信任性的影响.15
2.3 感知可信任性对社群中信任的影响...16
2.3.1 基于计算的感知可信任性对社群中信任的影响.........16
2.3.2 基于人际的感知可信任性对社群中信任的影响.........17
2.3.3 基于制度的感知可信任性对社群中信任的影响.........17
2.4 信任倾向及熟悉程度的调节作用.......18
2.4.1 信任倾向对社群认同与感知可信任性之间关系的调节作用.18哈尔滨工业大学管理学硕士学位论文
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2.4.2 熟悉程度对感知可信任性与社群中信任之间关系的调节作用.........19
2.5 理论模型......
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