A study on the Effects of Participant Motivation, Perceived Risk for Users’Loyalty to Participating in Community Websites-A Case Study on Facebook

• Main Authors: Bo-Yen Liu, 劉柏延
• Other Authors: 周韻采
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/05313178758003692246

碩士 === 元智大學 === 資訊社會學碩士學位學程 === 99 === This research is for the purpose of discussing the user to participate in the motive, perceived risk cognition and relations of the participation community website loyalty. And aims at the findings the main discovery to make the conclusion, and puts forward the proposal based on the conclusion to the community website, reference of with the futurology direction. Because of the literature review and the discussion, this research thought that personal trait, the participation motive and perceived risk cognition will participate in the community website to the user having the influence. This research uses the network questionnaire survey the way, discusses the user to participation of behavior the community website, the valid samples is 470, draws the research conclusion to be as follows: 1. There were significant effects of the personal trait on the users’ loyalty to participating in community websites 2. There were significantly and positively related effects of participant motivation on the users’ loyalty to participating in community websites 3. There were significantly and negatively related effects of perceived risk on the users’ loyalty to participating in community websites According to the result of research can afford below suggestions : 1. In view of the different user, designs the different use situation. 2. To strengthen the user to participate in the motive strong part strengthening it to loyalty of the Facebook 3. To improve the user to care about the part in perceived risk to increase it to loyalty of the Facebook