| Summary: | 碩士 === 國立屏東商業技術學院 === 資訊管理系 === 97 === Norms are popularly regulated to keep virtual communities perform smoothly. However, there are few factors affecting the will of community members to follow those norms. Those factors might be community trust, product involvement and perceived risk. This study aims to find the relationships of those factors to the will for obeying the common transaction norms of virtual communities. The main research method is the structural equation model (SEM) analysis, one-way multivariate analysis of variance (one-way MANOVA) and the cluster analysis. Research data are collected with 1195 valid samples from four famous transaction virtual communities using on-line questionnaires.
Results show that the structural equation model achieves well indexes of goodness of fit. Community trust has negative effects to perceived risk and positive effects to obedience of norms as well. Product involvement has positive effects to community trust and obedience of norms. Perceived risk has positive effects to obedience of norms. Results of One-Way MANOVA show that there are significant differences among perceived risk intention in subjects’ education and significant differences among product involvement in subjects’ age; however, there are no further evidence to show differences among community trust, product involvement, perceived risk and obedience of norms in different location of subjects. Finally, results of cluster analysis show that subjects of the four virtual communities are categorized into two groups. Furthermore, the higher degree of community trust, product involvement and perceived risk the higher willing to obey community norms.
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