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互动性与虚拟社区是密切相关的两个概念,虚拟社区的研究中经常会提及互动性,然而却少有人对虚拟社区互动性的研究进行梳理和归纳。该文通过大量文献研究,对比传统环境和网络环境下的互动定义,整理互动的驱动因素,分类比较互动的多维视角,探析虚拟社区互动对消费者和企业的双重价值,并在此基础上对未来研究进行展望。
Interaction and virtual community are two closely related concepts. The study of virtual community often refers to the interaction, however, few people study the interaction of the virtual community. Through a large amount of literature research, this article compares the interactive definition of traditional environment and network environment, organizes the driving factors of interaction, classifies the interactive multidimensional perspectives, explores the dual value of virtual community interaction to consumers and enterprises, and on this basis, Future research prospects.