Research on EVLN Behaviors of Online Health Community Users from the Perspective of Psychological Contract

Abstract

[Purpose/Significance] The psychological contract between online communities and users in the communities determines users' EVLN behaviors, including four behaviors of exit, voice, loyalty and neglect. Related research has become a hot topic. However, most existing studies focus on questionnaire and other survey methods, and the survey results are highly subjective, lacking objective data analysis from the perspective of big data, so as to deeply analyze the mechanism of user behaviors. [Method/process] In this 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 crawled objective data, this paper discussed the correlation between information support and emotional support of online 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 users' enthusiasm and initiative, but is not a direct factor that causes users to withdraw or ignore communities directly. (2) Information support and emotional support are important factors that affect users' psychological contract satisfaction; (3) Whether the relational psychological contract is satisfied or not will not cause users to directly quit the online health community. The managers of online health communities can promote users' two positive behaviors of voice behavior and loyalty and realize the sustainable development of online health communities.

Keywords

• online health community