| Summary: | 碩士 === 義守大學 === 工業工程與管理學系碩士班 === 99 === Due to the diversity and heterogeneity of the virtual communities, researchers Wan and Liang (2007) have indicated three phases in terms of “psychology”, “function”, and “derivation” to measure and detect the forming of a virtual community. This research based on the above study to explore the structural modeling relationship among these three phases. The research findings will be helpful to form or operate a virtual community.
An empirical research survey was conducted on the users of Facebook in Taiwan. A total of 222 valid questionnaires were collected and analyzed. Such statistical methods as statistical description, factor analysis, and reliability analysis were performed by the SPSS statistical software system. Also, research questions and hypotheses were tested on the structural equation modeling (SEM) by the AMOS statistical software system.
The research results showed: 1.) three phases have a significant correlation; 2.) the function phase has a significant effect on the psychology phase; 3.) the psychology phase has a significant effect on the derivation phase; 4.) the function phase has a significant effect on the derivation phase; 5.) the psychology phase has a mediating effect on the relationship between the function and derivation phases; and 6.) the different demographic variables have a partial moderating effect on the whole structural model.
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