An Improved Motivation Model for People Behaviors Change in Virtual Communities Based on Social Cognitive Theory

In virtual communities, people are easier to transform their potential behavioral tendencies into actual behavior. To explain this phenomeno, we analyze the self-efficacy of agents using social cognitive theory (SCT). Based on the analysis, we propose structural capital as a new construment and offer an improved motivation model for people behaviors change in virtual communities. The improved model can suit the realistic world in virtual communities better than the existed one. Analysis results are also shown in this paper, which confirm the advantages of the improved motivation model given by us.