目前对虚拟社群参与动机的研究主要集中在受众端，以“使用与满足”及“社会认知理论”为主导范式。本研究尝试跳出使用者的行为分析框架，从虚拟社群关系的社会本质来探讨虚拟社群的参与动机。研究发现，虚拟社群的流动性特征，既满足了成员个体性表达，又实现了在共同体中的情感共应，因此成为虚拟社群参与的根本动机和交往基础。

Most previous researches on participation motivationof virtual communitywereaudience-oriented, such as use and gratifications and social cognitive theory. This articleaims to explore how theinteraction and relationship influence on participation of virtual community. The results show that the “mobility” between individuality and collectivity encourage users to express themselves and build community identity, becoming the participation motivationand the base of communication on virtual community.