| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 98 === Virtual community has rapidly develop in recent years under Web 2.0 . According to market research company survey, Virtual community is very popular in Taiwan, and the using time is getting more and more increasing. The internet is one of the mostly influence media in Taiwan now. Overall, we believe that virtual community will be a priority in the marketing. Most research in virtual community focuse on knowledge sharing and the trust between members. Moreover, the research also suggests that social presence is benefit virtual community, so we want to integrate social presence and online social network to survey virtual community .
In pretest, Data collected from Yahoo, Facebook, ptt by online survey in order to confirm factor structure first, and data collected from Gamebase in formal study. In total, there are 507 samples in research, All data were used in structure equation modeling（SEM）and make multiple teams comparison.
The results show the most virtual community member in Taiwan is 19 to 20 years old, the factors of Using motive include finding information and interpersonal interconnectivity, the factors of Online social network include interpersonal trust and reciprocity, and the factors of Social presence include effective communication and establish relationship. Moreover, The research find that the different Using motive factor is influence different Social presence factor, the reciprocity is the base of establish relationship, and establish relationship can positive influence Member loyalty, multiple teams comparison and suggestion on following research of my study are discussed.
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