Exploring the Critical Success Factors of Recreational Virtual Community - The Case of Facebook

• Main Authors: Ming-Feng Lin, 林銘峰
• Other Authors: Chien-lung Chan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/93838484484791100383

碩士 === 元智大學 === 資訊管理學系 === 98 === This research is mainly probing into the critical success factors of the recreational virtual community and take the famous virtual community''s website globally Facebook for example. We expected by the research result, this study could provide some insights into the manager of virtual community for establishing and maintaining the success of virtual community''s website. This research begins from collecting former literature and also does the pilot-test for the expert questionnaire as the first-stage questionnaire. Finally, this study obtains 40 factors as the possible critical factors of Facebook recreational virtual community. After doing questionnaire investigation and confirming the item of questionnaire, this study collected internet questionnaire at the second stage and decided the gobal members of Chinese edition Facebook virtual community''s websites as the research object. During the process of gathering data, we deleted several samples because of unusual context and low-degree involvement at the usage of Facebook. Eventually, this research gets 371 effective questionnaires. In order to construct the critical success factors, this research uses the exploratory factor analysis for the main research approach. As a result, this research concluded five factors- 「loyalty of community members」、「psychological trust of community members」、「uniqueness of community website」、「user-friendly of community website」and 「interpersonal relationships of community website」. Regarding the statistics tool, this study made use of the software for SPSS 14.0 edition to do descriptive statistics,、factor analysis、reliability and validity analysis 、independent-sample t-test、one-way ANOVA analysis、correlation analysis and stepwise multiple regression analysis. The important result of this research is as follows: 1. 「loyalty of community members」 has significant effect on the success of recreational virtual community''s website. Other factors are as follows,「psychological trust of community members」、「uniqueness of community website」、「user-friendly of community website」and 「interpersonal relationships of community website」. 2. This research use「loyalty of community members」as dependent variable to explore correlation coefficient between aspects and user loyalty , further the result indicates significant relationship between 「psychological trust of community members」and 「loyalty of community members」, the following factors are「uniqueness of community website」、「interpersonal relationships of community website」and 「user-friendly of community website」. 3. Moreover, use''s different backgrounds have obvious significant difference on the success factors of Facebook virtual community''s website. Based on the above results, we concluded the related suggestions of the context of recreational virtual community''s website, the management of recreational virtual community''s website and future research direction.