| Summary: | 碩士 === 臺中技術學院 === 流通管理系碩士班 === 99 === Technology change fast in now days. Quite a few of consumable 3C products have come to this world, their price are also become gradually cheaper as they have become the common products in our daily life. So, how do consumer making their choices among this “common 3C products”? That is! We need someone we are familiar or experienced to give us advice. And the 3c virtual community gives those people platform to share their knowledge. However, Knowledge sharing interaction among with the virtual community members is the key point of the virtual community.
The objective of this study is to investigate the influence of “Norm of Reciprocity”, “Trust”, “Self-Efficacy”, “Perceived Relative Advantage”, “Perceived Compatibility”, “Knowledge Sharing Behavior”, “Website Loyalty”, and “Purchasing Loyalty”, also to find out the difference of 3C virtual community on each variable. This study is an empirical study using 3C virtual community as an example, sending out 301 questionnaires in total. Our study analyze method includes descriptive statistics analysis, reliability and validity analysis, structure equation model and t test. The findings are summarized as follows: (1) Norm of Reciprocity does not positively affect Knowledge Sharing Behavior. (2) Trust positively affects Knowledge Sharing Behavior. (3) Self-Efficacy positively affects Knowledge Sharing Behavior. (4) Perceived Relative Advantage does not positively affect Knowledge Sharing Behavior. (5) Perceived Compatibility does not positively affect Knowledge Sharing Behavior. (6) Knowledge Sharing Behavior positively affects Website Loyalty. (7) Knowledge Sharing Behavior positively affects Purchasing Loyalty.
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