[目的/意義]識別影響學術虛擬社區用戶社會性交互的正負向因子有助于平臺增強社區用戶在線互動、信息交流、知識流轉的效率和規避不良作用因素。[方法/過程]基于技術接受模型、社會認知理論、社會交換理論從學術虛擬社區和用戶視角分析社會性交互的影響因素,構建影響因素理論模型。設計問卷調查學術虛擬社區用戶的社會性交互并運用結構方程檢驗模型的適用性。[結果/結論]感知有用性、感知易用性、互惠、趨同性和歸屬感顯著正向影響學術虛擬社區的社會性交互,而自我效能的影響未達到顯著水平。社會性交互的"態度—意向—行為"之間呈鏈式影響關系:態度積極影響意向,意向正向作用于行為,最后根據研究結果提出社會性交互4種優化策略:情感化設計、知識融合、精細化分區、共享積分。

[Purpose/significance] Identifying the positive factors and negative factors of users’ social interaction in virtual academic community can enhance users’ efficiency of online interaction,information communication and knowledge transfer,as well as avoid the harmful effects. [Method/process] This paper analyses the influencing factors from the perspectives of virtual academic community and users based on technology acceptance model,social cognitive theory and social exchange theory,and builds a theoretical model of influencing factors. Data are acquired by questionnaire to investigate users’ social interaction in virtual academic community,and the structural equation model is used to test the applicability of the model. [Result/conclusion] It is proved that perceived usefulness,perceived ease of use,reciprocity,convergence and belongingness influence the social interaction of virtual academic communities significantly,while the self-efficacy is not significant. Attitude-intention-behavior shows an influencing chain of social interaction,in which attitude positively influences intention and intention positively influences behavior. Finally,according to the research results,the paper puts forward four optimization strategies to improve social interaction,such as emotional design,knowledge fusion,meticulous partition and credit-sharing.