The Study of Cohesiveness and Sense of Community in Fans Club Member for Facebook
| Autor: | Ting-Rong Lee, 李亭蓉 |
|---|---|
| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 In view of rapid development of the internet, Facebook has soared all the way to fame since its establishment in 2004 and now it has become world’s leading social networking platform. Therefore, this study is based on the "Fans Page" function of Facebook. Previous studies has proven that " Brand Image " has certain degree of influence on consumers’ " Trust " and similarly " Web quality " are positively significant influence on the community’s " Trust "and" Cohesiveness ". The study also shows the relationship between “Trust” with the comparison between "Sense of community " and "Cohesiveness ". The results shows that, community members’ "trust" and their "sense of community" has a significant positive effect, "Cohesiveness " of the community members also has significant positive effect with " Sense of Community". Since this study is focused on the Facebook’s Fans Page and therefore, Facebook’s Fans Page members are our main focus of study. Electronic questionnaires were used in this study and from the 1065 questionnaires that were gathered and filtered, 815 copies of the final structural equation model were used in the our analysis conducted to verify the hypothesis and the empirical results： 1. The better the "Brand Image", the more significant the positive effect on members’ fans profile of the community. Brand image and community members will directly affect the trust and Cohesiveness of the community. Moreover, high "Web quality ", will result in more positive effect for the member fans’ profiles trust and cohesion. Therefore, the results for the "Brand Image" and " Web quality" will have a significant positive impact on community members of the "Trust" level and it’s "Cohesiveness". 2. The "Brand Image" and " Web quality " can be carried through by "Trust " to further affect the "sense of community" to prove that trust has intermediary effects. Mediating effect can also be carried through by quality and brand image through the "Cohesiveness" of the sense of community. 3. Previous research pointed out that the impact of sense of community is affected by cohesion. However, in our study, our analysis has shown an inverse in the result compared to the past researches. That is, the sense of community is affected by cohesiveness, this mean that the two could cross affect each other and not just in a single direction. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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