The Key Success Factors of Attracting User to Decision on Virtual Community Websites

• Main Authors: Yuan-ling Hsuan, 薛苑玲
• Other Authors: Kuang-Wu Koai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/97937678766171520893

碩士 === 國立中山大學 === 傳播管理研究所 === 99 === This study aims to probe into the key to success of Internet user’s usage of virtual community websites. The craze of Internet community has swept the market since 2009 as it innovates by combining functional application programs and becomes very popular. With the development of Internet mobility and mobile technology service, the concept of multiple devices and mobility sharing rises, showing Internet community’s ability to integrate different websites. By literature review, the content of evaluation is prepared in order to list six major factors of success and the subordinate 37 items of evaluation are also found. 　　By Analytic Hierarchy Process, the first-stage questionnaire takes domestic users of Internet community as subject and the first half subordinate items are selected. In the second stage, six professionals in relevant fields and three severely-addicted Internet community users are interviewed. The interview is analyzed by matrix to decide the sequence of importance of major content of evaluation. 　　The research result shows that the most important key to the success of using virtual community websites is private information confidential system. With the progress of technology service, there should be complete protection offered by the community website for the purpose of providing uses a safe Internet environment. Then, innovative function and cross-website system can bring the website more attention. When the user interface is easy to learn, the website would be more practical. With users’ work published on the website and interactive activities held by members, the user’s loyalty and stickiness would also increase. Furthermore, a vivid image of the website and the ability to create talking topics are factors influencing Internet users. 　　The result may work as reference for domestic social network users and be adopted by the operator for establishment or marketing as feedback with a view to satisfying Internet user’s need and expectation.