心理契约视角下在线健康社区用户的EVLN行为研究

Purpose/Significance] The psychological contract between online communities and usersin the communities determines users EVLN behaviors, including four behaviors of exit, voice, loyalty andneglect. Related research has become a hot topic. However, most existing studies focus on questionnaireand other survey methods, and the survey results are highly subjective, lacking objective data analysis fromthe perspective of big data, so as to deeply analyze the mechanism of user behaviors. [Method/process] Inthis study, the Hudescendant collector software was used to crawl data from Sweet Home Diabetes Forum,and the psychological contract theory was used as the entry point. Through regression analysis of crawledobjective data, this paper discussed the correlation between information support and emotional support ofonline health community users and transactional psychological contract and relational psychological contract,as well as the correlation between the two psychological contracts and the subsequent use behavior EVLN.[Result/Conclusion] The results show that: (1) transactional psychological contract has an impact on usersenthusiasm and initiative, but is not a direct factor that causes users to withdraw or ignore communitiesdirectly.(2) Information support and emotional support are important factors that affect users psychologicalcontract satisfaction;(3) Whether the relational psychological contract is satisfied or not will not cause usersto directly quit the online health community. The managers of online health communities can promote userstwo positive behaviors of voice behavior and loyalty and realize the sustainable development of online healthcommunities.