The Interactions of Virtual Communities from Social Capital Perspective

• Main Authors: Kuan-HaoChin, 秦冠豪
• Other Authors: Meng-Kuan Lai
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/63710430551342804995

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === This study investigates the interactions and value creation in virtual communities from the social capital perspective. Social capital means the actual and potential resources embedded within,available through, and derived from the network of relationships processed by an individual and social unit.This study clarified the interrelationships among structural, cognitive and relational dimensions of social capital in virtual community. In addition, the moderating effect of individual’s motivation for social identity is examined as well. Based on literature review, eight hypotheses are developed to address the inter-relationships among dimensions of social capital. An online questionnaire was designed to collect data. All hypotheses are tested with structure equation model. Generally, the results show that, in virtual communities, structural capital and cognitive capital both positively relate to relational capital. Besides, structural capital positively relates to cognitive capital and cognitive capital also positively relates to structural capital. H1, H2, H3, H4, H5, H6 and H7 are supported. This study further investigates the influence of actual investment experience. The results show that investment experience influenced the path from tie strength to trust due to perceived risk, which negatively relates to trust. In addition, the moderating effect of social identity on the path from trust to collective action is significant, but there is no difference on the path from trust to knowledge sharing. H8 is partially supported. This research contributes to the social capital field by providing an empirically research explores the inter-relationships of social capital dimensions in virtual communities. Furthermore,this study tests the role of social identity in virtual communities. In summary, the results serve as a guide for marketers to understand factors that will influence individuals to participate in a virtual community from the social capital perspective.