| Summary: | 碩士 === 元智大學 === 國際企業學系 === 96 === The purpose of this study is to identify the role of users’ sense of community among other factors in determining users’ voluntary participations. Through examining the relationship among users’ perception toward website, their sense of community and voluntary participations, this study provided a framework to further understand the formation of users’ participation behavior in internet service provision. We first classified users’ voluntary participation into co-production, citizenship behavior and social interaction. Sense of community, user satisfaction, played a role of affective mediator. Efficiency, complementarily, and novelty determined users’ cognition on the value of internet service are considered as the determinants of three voluntary behaviors.
The results revealed that user’s sense of community is in general to have significant positive effect on users’ voluntary participation and which is stronger than the effect from customer satisfaction. It also illustrated different contribution of factors in participation behavior determination.
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