Study of Trust and Satisfaction on Virtual Community Members Purchase Intentions

• Main Authors: Chia-hao Hsu, 陵a豪
• Other Authors: Che-chen Liao
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/65713760537150319066

碩士 === 國立中正大學 === 資訊管理所 === 95 === Study of Trust and Satisfaction on Virtual Community Members Purchase Intentions Author: Chia-hao Hsu Advisor: Che-chen Liao Abstract The popularity of internet has shortened the distance from people to people. The internet user can easily cross the physical territory limitation to access the various information and service. Internet, who activates the wide spectrum of virtual communities, is considered as a new communication method that leads the members of the virtual communities sharing information and knowledge and thus could improve trust and the satisfaction of virtual community members. This study is focusing on satisfaction of virtual community members, trying to find the antecedents and Consequences of them, and then to explain the effects on the purchase intentions. By Internet survey, the target group of this study is focus on those who is of non-buying behavior. There were 442 valid samples, and were analyzed by Structural Equation Modeling (SEM) to validate the hypotheses. The research finding and brief recommends are as following: 1. The structural assurances, reputation, calculative-based and management strategic from the virtual communities are the key factors that would affect the trust of virtual communities. 2. Knowledge sharing in virtual community and operator trust are the key factors that would affect the satisfaction of virtual community members. 3. The trust of virtual community members is the key factor that affects knowledge sharing in virtual community. 4. The operator trust and the satisfaction of virtual community members would simultaneously affect the purchase intention of the consumers who have non-buying experiences on the virtual website. Keywords: Virtual community, Trust, The satisfaction of virtual community members, Purchase intentions.