| Summary: | 碩士 === 靜宜大學 === 企業管理研究所 === 93 === This study is background by Virtual Community, and targeted at discussing over the specialty of Virtual Community participants (Participants’ Trust ) and Community Website’s management system(Institutional’ Trust ), all about the anterior effects to trust---if they will place any evidential influence in Virtual Community participants’ trust, and furthermore, to discuss the influence from Community members’ trust level to behavior intention, in an attempt to set up a mode to influence Virtual Community’s trust.
This study’s primary part is based on community regarding travel, game and computer information, proceeding partially by the questionnaires through internet, which has been collected 625 workable pieces in return. To exam the relation over several constructive conceptions issued by theoretic structure, it is proceeding with presumptive testing under Correlation Analysis, ONE-WAY ANOVA, and LISREL model to test hypothesis of this study, further to understand the affect and effect of integral structure and indicate the inferring result.
The testing result shows that the profit attraction and share value sense from participants’ trust apparently influence the trust construction. Individual’s tendency to trust has some influence the trust construction. The Monitoring mechanism in Institutional’ Trust also places an apparent influence in trust construction, and the privacy has some influence. Besides, trust construction afterward will influence the stickiness of the future actual behavior intention and individual willingness to share information to a certain degree. The result proven that whether participants trust the environment of community website will be largely relevant to the influence to consequent actual behavior.
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