虚拟社区
数据库事务
业务
结构方程建模
公共关系
心理学
知识管理
互联网隐私
互联网
万维网
计算机科学
政治学
机器学习
程序设计语言
作者
Jyh‐Jeng Wu,Ying‐Hueih Chen,Yu-Shuo Chung
标识
DOI:10.1016/j.jbusres.2009.03.022
摘要
Virtual community is a valuable business medium for web vendors in terms of disseminating information and retaining customers. This research investigates the underlying driving forces that cultivate both the trust and returning behavior of virtual community members. In particular, this research examines the influence of shared values, satisfaction with previous interactions, and website privacy policies on the trust of 381 active virtual community members. The findings suggest that the shared values of virtual community members have a positive impact on both trust and relationship commitment. Second, satisfaction with previous interactions not only increases the level of trust in virtual community members, but also enhances relationship commitment and member stickiness. Third, website privacy policies enhance the level of trust significantly. Finally, trust shows a positive and significant effect on both the stickiness and the commitment of virtual community members.
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