Building Member Attachment in Social Media:Applying Theories of Social Cognitive and Cognitive Absorption

• Main Authors: Shin-Lan Shih, 史信蘭
• Other Authors: Meng-Hsiang Hsu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/03431102592013729760

碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 101 === In recent years, social media rises abruptly and becomes part of many people''s daily life. And many cases have been heard that people help others in social media.However, there is little theoretically based research on what makes members achieve their goals in social media.This study applies Social Cognitive Theory and Cognitive Absorption Theory to understand how social media develop member attachment. Data collected from 255 members of Facebook in Taiwan, who filling out the questionnaires completely. Researcher evaluated Structural Equation Model and tested if the empirical data confirm to the propose model by using SmartPLS 2.0. Finally, this study found the following consequences：(1)Social Interaction and Social awareness have a positive effect to Cognitive Absorption. (2)Cognitive Absorption has a positive effect to identity-based attachment and bond-based attachment. (3)Personal outcome expectations have a positive effect to identity-based and bond-based attachment.(4)Community-related outcome expectations have a positive effect to identity-based and bond-based attachment. (5) identity-based attachment has a positive effect to help communities and members. (6) bond-based attachment has a positive effect to help communities and members. The implications for theory and practice and future research directions are discussed.