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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/96530

    Title: Implication of Social Presence on Loyalty in Virtual Community
    Authors: Lee, Yueh-Hua
    Contributors: 淡江大學企業管理學系暨研究所
    Date: 2014-02
    Issue Date: 2014-03-07 22:32:21 (UTC+8)
    Abstract: 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.
    Relation: Asian Journal of Humanities and Social Studies 2(1), pp.135-141
    Appears in Collections:[企業管理學系暨研究所] 期刊論文

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