The research about virtual community impact knowledge exchange and diffusion based on the perspective of social network

This paper is based on virtual community, using the cohesion subgroup analysis method to analyze the characteristics of members. The result is that the members of virtual community can be divided into large subgroups and small subgroups, large subgroups has a higher influence on the depth of knowledge exchange and diffusion and the small subgroups has a higher influence on the exchange of knowledge and breadth of the spread. Large subgroups with non-thematic information are more than the small subgroups. Subgroups link with others through weak connection. It plays an important role on the knowledge exchange and diffusion. Studying the behavioral characteristics of virtual community can help managers to strengthen the monitoring of network public opinion.