The Relationships of Value of Virtual Community, Interpersonal Attraction, Sense of Virtual Community and Stickiness：A Case Study of LINE and PTT
| Autor: | Hui-Ping Wu, 吳惠萍 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 With the prevalence of Internet, virtual communities spring up like mushrooms, according to“Forbes”reported that in 2013, to invest time and resources of social networking is most definitely a“necessity”. In 2014, social networks will more popular, and the public for the concept of social networks will from“non-essential”transferred to“have to have”. Therefore, many companies began to invest resources to manage virtual community. In this research, LINE and PTT is representative of information exchange and social support virtual community, to examine the relationships of value of virtual community, interpersonal attraction, sense of virtual community (SOVC) and stickiness. We employed Descriptive Statistics、CFA、SEM to examine the hypothesis and validation generalization of the model. Research finding suggest: (1) Value of virtual community had a significant positive impact on SOVC. (2) Interpersonal attraction had a significant positive impact on sense of virtual community. (3) SOVC had a significant positive impact on stickiness. (4) Sense of virtual community is the fully mediating effect. (5) The influence of value of virtual community and interpersonal attraction on sense of virtual community will have the different effect in the LINE and PTT. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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