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Title page for etd-0717115-204605


URN etd-0717115-204605 Statistics This thesis had been viewed 736 times. Download 0 times.
Author Yen-Chia Huang
Author's Email Address No Public.
Department Management Business Administration
Year 2014 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 190
Title THE RELATIONSHIPS AMONG EXPECTED BENEFITS, SOCIAL INFLUENCE FACTORS, SENSE OF VIRTUAL COMMUNITY, AND VIRTUAL COMMUNITY PARTICIPATION DECISION
Keyword
  • Participation Decision
  • Sense of Virtual Community
  • Expected Benefits
  • Social Influence Factors
  • Social Influence Factors
  • Expected Benefits
  • Sense of Virtual Community
  • Participation Decision
  • Abstract With Internet has become more and more in recent years, many people found that Internet is the most effective way to get information. Internet also allowed people communicate with each other anytime-and-anywhere and substitute for the traditional face-to-face interaction. Nowadays, more and more users and consumers use Internet to connect their affections and share their feelings and then facilitate the concept of the virtual community.
    This study aimed to discuss the relationships among expected benefits, social influence factors, sense of virtual community, and virtual community participation decision. The college students who were Facebook users participated in this study and this study conducted the convenience sampling survey. Totally, the 410 validity samples were collected. This study used exploratory factors analysis (EFA) to extract the factors, used confirmatory factor analysis (CFA) to exam the fitness of measurement model, and used structural equation modeling (SEM) to test the hypotheses.
    The results found out that “personal integrative benefits” has a significantly positive effect on “subject norms”; “social integrative benefits” and “personal integrative benefits” have significantly positive effects on “social identity”; “cognitive benefits” has a significantly positive effect on “group norms”. Besides, “subjective norms” has a significantly positive effect on “social identity”; “social identity” has a significantly positive effect on “group norms”. Finally, “group norms” has a significantly positive effect on “sense of virtual community” (i.e., “membership and emotional connection” and “community influence and needs fulfillment”); “sense of virtual community” (i.e., “membership and emotional connection” and “community influence and needs fulfillment”) has a significantly positive effect on “participation desire”; “participation desire” has a significantly positive effect on “participation intention”. This study additionally adopted Sobel test to verify the mediating effect. The results found that “participation desire” is the mediator between “sense of virtual community” (i.e., “membership and emotional connection” and “community influence and needs fulfillment”) and “participation intention”, that is, the effect of “sense of virtual community” on “participation intention” should be mediated through “participation desire”.
    Advisor Committee
  • Tze-Hsien Liao - advisor
  • Files indicate not accessible
    Date of Defense 2015-06-15 Date of Submission 2015-07-17


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