Forming relationship commitments to online communities: The role of social motivations

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Title:	Forming relationship commitments to online communities: The role of social motivations
Authors:	Wang, Edward Shih-tse;Chen, Lily Shui-lien
Contributors:	淡江大學管理科學學系
Keywords:	Online community;Social motives;Social interaction ties;Commitment
Date:	2012-03
Issue Date:	2012-07-02 14:56:19 (UTC+8)
Publisher:	Kidlington: Pergamon
Abstract:	Although administrators of online communities (OCs) may focus on improving their OCs through upgrading technology and enhancing the usability of their OCs to attract additional users, the level of OC participation may be associated with social motives. The purpose of this study is to understand how social motivations (that is, network externalities and social norms) affect members committed to OCs. This study tests the hypotheses on data collected from 396 undergraduate students. Data analyses show that network externalities and social norms directly influence social interaction ties, which subsequently results in commitment toward a community. Social norms also directly influence relationship commitments to a community. The results provide insights into how social motivations lead to commitment to an OC, reminding OC administrators to encourage member commitment to the OC from the perspective of social motivations.
Relation:	Computers in Human Behavior 28(2), pp.570–575
DOI:	10.1016/j.chb.2011.11.002
Appears in Collections:	[管理科學學系暨研究所] 期刊論文

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