| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 102 === In recent years, the rising up of the Internet makes virtual communities grow rapidly. The success of virtual communities depends on the social interaction between members. Although most of members have different background and domains, the members have the same interests and thus build the relationships. This study found that the past studies related to virtual communities focused on discussing the antecedents of virtual community attitude or behavior; however, few studies explored its consequences. Therefore, whether strengthening the explaining of social influence factors on virtual community participation behavior needs to be further explored. Furthermore, past studies ask the participants “image” their feeling of social capital if they visit virtual community; few studies discussed their feeling when they “actually” participate in virtual community. Therefore, this study aimed to apply Social Influence Theory to discuss antecedents of the virtual community participation decision, and then investigated its consequences using the Social Capital Theory.
This study used convenience sampling and 318 Facebook users took part in the survey. SPSS 21 and AMOS 21 were the main statistical analysis. Based on the research purpose, research framework, and measures, this study then tested the hypotheses.
The results showed that group norm positively influences cognitive identity, affective identity, and evaluative identity; cognitive identity, affective identity, and evaluative identity positively influence subject norm. Besides, subject norm, cognitive identity, affective identity, evaluative identity, and group norm positively affect participation desire. Furthermore, participation desire positively affects participation intention; participation intention positively influences participation behavior. Participation behavior positively affect online social capital and offline social capital. This study additionally found that participation desire fully mediates the effects of subject norm, cognitive identity, affective identity, evaluative identity, and group norm on participation intention.
|
|---|
