This study aims to explore whether social presence exhibits an important factor in computer-supported community, using the social presence perspective to analyze how media features and personal factors influence user
behavior of virtual community. A survey was conducted on Gamebase which covers four types of virtual communities.
Empirical data were gathered using online questionnaire with 254 respondents. The result showed that
communication richness of social presence contributes to the virtual community loyalty, while medium richness does
not influence virtual community loyalty. Results indicated that reciprocal interaction and interpersonal trust have
positive effects on medium richness, whereas social interaction and interpersonal connection have positive effects on communication richness.
關聯:
Asian Journal of Humanities and Social Studies 2(1), pp.135-141
