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Title page for etd-0913117-124618


URN etd-0913117-124618 Statistics This thesis had been viewed 311 times. Download 0 times.
Author Min-Chun Pan
Author's Email Address No Public.
Department Management Business Administration
Year 2016 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 141
Title THE EFFECTS OF PERSONALITY TRAITS, SOCIAL CAPITAL AND KNOWLEDGE SHARING ON VIRTUAL COMMUNITY LOYALTY: THE EMPIRICAL STUDY OF FACEBOOK
Keyword
  • Virtual community loyalty
  • Personality traits
  • Social capital
  • Knowledge sharing
  • Knowledge sharing
  • Social capital
  • Personality traits
  • Virtual community loyalty
  • Abstract In the present era, the usability and popularity of the Internet grew rapidly. It also changes the nature of human social interaction so that we can connect with many individuals, whether they are from all over the world or to strangers (Guadagno, Okdie and Eno, 2008). With the revolution caused by the Internet, the unprecedented proliferation of virtual communities around the world (Fernback, 1999; Hiltz and Wellman, 1997), the rapid exchange of information and knowledge within the virtual community has greatly changed our lives. Today, with the rapid development of Internet communication technology, a large number of virtual communities continue to emerge, including Facebook, microblogging, line, micro letter or Instagram. In this study, a total of 161 questionnaires were issued with the users who had the function of Facebook. Then, this study uses structural equation modeling (SEM) for data analysis and verification. The results showed that Agreeableness between personality traits and social capital had a significant positive effect, but the remaining four of personality traits had no significant effect. Social interaction in social capital has a significant positive impact on knowledge sharing, but shared value and identity trust in social capital have no significant impact on knowledge sharing. In terms of virtual community loyalty, the shared value of social capital, identity trust and knowledge sharing have a significant positive impact on virtual community loyalty. And provide research recommendations and management implications, to provide academic and practical reference.
    Advisor Committee
  • Chi-Chuan Wu - advisor
  • Fur-Hsing Wen - co-chair
  • Pi-Chuan Sun - co-chair
  • Files indicate in-campus access at 5 years and off-campus not accessible
    Date of Defense 2017-06-27 Date of Submission 2017-09-14


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