A Study on the Relationship among Participating Motivation, Social Network Ties, Level of Involvement, Perceived Interactivity and Community Loyalty – Using Facebook as an Example
碩士 === 國立屏東科技大學 === 資訊管理系所 === 101 === With the development of social network sites, more people extended their social relationships in the real world to community websites in cyberspace. In this study, Facebook users were used as research sample to explore factors that affect member’s loyalty of...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/31408960894122030836 |
| Summary: | 碩士 === 國立屏東科技大學 === 資訊管理系所 === 101 === With the development of social network sites, more people extended their social relationships in the real world to community websites in cyberspace. In this study, Facebook users were used as research sample to explore factors that affect member’s loyalty of social network sites, and structural equation modeling was employed to validate the hypotheses. The results showed that participating motivation had a significant impact on social network ties; social network ties affected perceived interactivity, level of involvement and community loyalty significantly; level of involvement was also found to have a significant impact on perceived interactivity. Both perceived interactivity and level of involvement were found to be significant influencing factors for member’s loyalty, and up to 67.2% of the variance for the overall model can be explained.
|
|---|