Research on the Information Sharing Behavior of Personal Interests Virtual Communities Based on Relationship Marketing Theory

• Main Authors: Pan, Hsiu-Fen, 潘綉分
• Other Authors: Chen, Chia-Yi
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/69331569004492785339

碩士 === 國立屏東科技大學 === 企業管理系所 === 102 === With the rapid development of internet, virtual community has become an import information sharing platform. How to enhance the information sharing intension of virtual community members is a critical issue. Most previous studies according to social exchange or social cognition theory are incapable of fully explaining the information sharing behavior of virtual community and lacking of connection to marketing strategy. This study proposed a conceptual model of information sharing behavior on interest virtual community basing on “Commitment-Trust” framework in relationship marketing field. A survey was conducted with 363 users of famous personal interest virtual communities in Taiwan. The data were analyzed by structural equation modeling. Empirical results show that “Reciprocity” and “Sense of Virtual Community” positively impact the “Trust” of virtual community. In addition, “Social Interaction,” “Altruism,” and “Reward” positively influence the “Relationship Commitment” of virtual community. Last, “Relationship Commitment” and “Trust” have positively impact on information sharing attitude. The findings of current study are compared with previous research to fully understand the information sharing behavior of virtual community and propose managerial implications accordingly.