| Summary: | 碩士 === 銘傳大學 === 管理科學研究所 === 89 === As result of advance on information and Internet technology, and raised using rate of Internet and WWW, more and more people use Internet. Armstrong and Hagel ever said that the success of on-line market belongs to business that can organize and satisfy social and commercial needs. In addition, business can gain economic benefit if they establish virtual community. Meanwhile, they also believe that business should invest on electronic community to understand customer and impacts. In a word, it’s very important to research the users of virtual community.
To providing suggestions of virtual community web site management, the first step is the analysis of the user behavior of virtual community web site. Thus, this study intended to investigate the user behavior on virtual community web site with questionnaire in Ming Chuan University. According to relevant virtual community research, service quality measurement and relevant theory of market segmentation, the conceptual framework of this study are conducted. First, this study is developed to analyze the browse behavior and satisfaction on virtual community web site. Then, the segments of virtual community users are achieved by using life style and demographic variables. Finally, the strategy for individual segments are presented for recommendation to web site manager and all business having plans to march on-line market.
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