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URN etd-0127114-102140 Statistics This thesis had been viewed 927 times. Download 0 times. Author Shin-Yin Zhang Author's Email Address No Public. Department Information Management Year 2013 Semester 1 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 103 Title Applying FIROTheory to Understand the Impact of Users’Loyalty in Facebook Keyword Virtual Community Community Loyalty Community Identification Interpersonal Relationships Fundamental Interpersonal Relations Orientation Fundamental Interpersonal Relations Orientation Interpersonal Relationships Community Identification Community Loyalty Virtual Community Abstract In the last few years, there has been tremendous growth in the use of social networking sites.Facebook can be ranked Taiwan hundredwebsite most important thing is to seize the user successfully social communication and leisure needs, on the network to create a new virtual community. Facebook is a cyber environment that allows the individual to construct his/her profile, sharing text, images, and photos, and to link other members of the site by applications and groups provide on the Internet. Facebook is specifically known as friend-networking sites, in which the main purpose is to keep in contact with friends and family and make new friends. To explore factors affecting users loyalty SNSs, this study applies FIRO and social capital theory to explain why people loyalty SNSs. This study used an online questionnaire to conduct empirical research, and collected and analyzed data of 342 samples by partial least square approach,and included descriptive statistics, reliability analysis, validity analysis, path analysis. The results obtained from this study are as follows: (1) The findings show that belonging has no significant effect on trust. (2) Results showed that FIRO and social capital theory have significant effect on social identification, and then social identification has significant effect on social loyalty.The implication of research and discussions provides reference for SNS operators in marketing and operation. Advisor Committee Huei-Huang Chen - advisor
none - co-chair
Shih-Chih Chen - co-chair
Files Date of Defense 2014-01-06 Date of Submission 2014-01-27