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Investigate the Impacts of Community Values, Interpersonal Attraction on Sense of Virtual Community and Stickiness: Mediation of Sense of Virtual Community and Moderation of Community Type

Chang, Yu-Ling ; Wu, Hui-Pin

Xing Xiao Ping Lun, Fall 2015, Vol.12(3), pp.323-357 [Tạp chí có phản biện]

ISSN: 18134483

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  • Nhan đề:
    Investigate the Impacts of Community Values, Interpersonal Attraction on Sense of Virtual Community and Stickiness: Mediation of Sense of Virtual Community and Moderation of Community Type
  • Tác giả: Chang, Yu-Ling ; Wu, Hui-Pin
  • Chủ đề: Studies ; Social Capital ; Cultural Values ; Virtual Communities ; Market Research ; Experiment/Theoretical Treatment ; Social Trends & Culture ; Market Research ; Telecommunications Systems & Internet Communications
  • Là 1 phần của: Xing Xiao Ping Lun, Fall 2015, Vol.12(3), pp.323-357
  • Mô tả: This study investigated the impacts of community values and interpersonal attraction on sense of virtual community and stickiness by extrinsic and intrinsic motivation theory, uses and gratifications approach and social capital theory. Modifications to former questionnaires were made to meet the purposes of this study. A quantitative survey was conducted and totally 638 questionnaires were collected to measure the mediation of sense of virtual community and the moderation of community type. EFA, CFA, SEM, multi-groups analysis methods were used to examine the model stability and validity. Research findings suggested the following: 1. Community values and interpersonal attraction both had significant positive impacts on sense of virtual community. 2. Sense of virtual community had a full mediating effect in this framework. 3. Community type moderated significantly both on direct and indirect paths in this framework. 4. The cumulative samples had a dynamic multiplier or dilution impact on the causal relationships in this framework. In summary, the virtual community marketing practices were recommended.
  • Ngôn ngữ: English
  • Số nhận dạng: ISSN: 18134483

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