[目的/意義]企業虛擬社區對企業營銷決策起著至關重要的作用,作為社區知識共享的主體之一,用戶共享動機的演變是值得研究的課題。研究結果對企業基于虛擬社區營銷戰略的實施具有指導意義。[方法/過程]文章依據扎根理論,對某知名企業虛擬社區進行數據采集,利用質性分析軟件NVIVO 11.0對其進行開放性、主軸和選擇性編碼,并據此構建企業虛擬社區用戶知識共享動機演變模型。[結果/結論]結果顯示,企業虛擬社區用戶知識共享動機包括問題解決動機、利他動機、享樂動機、企業保護動機和地位提升動機5種。用戶初始共享動機主要是問題解決動機,而用戶持續共享動機在初始動機基礎上,增加了利他動機和享樂動機。

[Purpose/significance] Enterprise virtual community plays a vital role in the marketing decision of enterprises. As one of the main bodies of community knowledge sharing,the evolution of users' sharing motivations is a subject worthy of research. The results of the present paper are instructive for the implementation of marketing strategy based on virtual communities.[Method/process]Based on the grounded theory and data of a famous enterprise virtual community,with the help of the analysis software NVIVO 11. 0,the paper provides open,spindle and selective coding of data,and builds an evolution model of the enterprise virtual community users' knowledge sharing motivation. [Result/conclusion] Results show that the knowledge sharing motivations of enterprise virtual community include five different types: problem solving motivation,altruistic motivation,hedonic motivation,enterprise protection motivation and status promotion motivation. Users' initial motivation is mainly the motivation of problem solving,and then altruistic motivation and hedonic motivation come to appear.