The Study of Community Stickiness of Intention to Continued Participation：Integrate Social Power and Social Capital Theory

• Main Authors: Su, Shaowei, 蘇劭崴
• Other Authors: Chang, Chenchi
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/07410527077677424276

碩士 === 國立聯合大學 === 資訊與社會研究所 === 100 === ABSTRACT With the rapid development of information communication technology, people can communicate to each other without restrictions by time and space. Information and communication technology makes the virtual community show the potential value for people establishing their social network. Enrich content of virtual community will encourage the members have stronger social tie. When the members have more interaction in this community, these activities will enhance the stickiness. Therefore, the driver to make the members participate the community activities is not only access the information, but also the interaction with other members. Hence, the issue of sustainable community is very important and worthy of discussion. This study integrated the social power and social capital theory to explore the Intention to continued participation of Facebook and stickiness. This study adapted structural equation modeling (SEM) as the analysis method. Data collected from Facebook through online questionnaire, and analyze by LISREL 8.8. The measurement items included several constructs: stickiness, social capital and social power. This study tests both the measurement model and structural model to ensure the reliability and validity. The research results present that social power, included referent power and expert power all play important roles in Facebook. As the fans of Facebook involved the community activities, the fans’ stickiness will influence by social capital and social power. Implications for theory and practice and suggestions for future research are discussed. Keyword: Facebook, Social Power, Social Capital, Stickiness,Intention to Continued Participation