Study of incentive mechanism and internet behavior of virtual communities

Developed from the electronic bulletin board (BBS) and news group, the virtual community has become an important model of the Internet gathering thousands of users in all kinds of virtual communities which have great impact on people´s real life. In this paper, it is said that all virtual communities are established with the commercial or public service goals, and those goals can only be achieved through user´s Internet behavior in virtual community. Different Internet behaviors have different value degrees and cost of consumption. Similarly, the same is true for the user´s own. Virtual community guides the users to a favorable low-cost and high contribution Internet behavior through setting the incentive mechanism, whose effectiveness directly determines the establishment of virtual communities to achieve the objectives, as well as how to achieve. However, such incentives could not produce the effect illimitably, only if the induced behavior allows the user to maximize the contribution it can last long. At the same time, this principle of setting of incentive mechanism can be applied to the educational technology, realizing the most valuable information can be browsed by the students as many as possible which is also helpful for student´s thinking and moral education levels. This can be fully used in the current Internet of young people to implement into the character development and moral education level.