Stickiness in virtual comunity
2006 (Engelska)Självständigt arbete på avancerad nivå (masterexamen), 20 poäng / 30 hp
Studentuppsats (Examensarbete)
Abstract [en]
The objective of this study is to explain the intention of virtual community usage continuance. A model explaining the impact of different factors on the member retention in virtual community is developed based on the IS continuous theory. This study develops a three-dimensional scale to measure member's satisfaction with virtual communities. The dimensions consist of members' satisfaction with member – member interaction, organizer-member interactions, and the community's site. Using a sample of 229 members of different virtual communities of interest this study investigates the effect of each satisfaction dimension on member retention. The result shows that satisfaction with member-member interactions, community's site and organizer-member interactions have positive effects on member participation. The findings also reveal that perceived usefulness has positive impact on member retention.
Ort, förlag, år, upplaga, sidor
2006.
Nyckelord [en]
Social Behaviour Law, Virtual community, satisfaction, stickiness, IS continuous, theory
Nyckelord [sv]
Samhälls-, beteendevetenskap, juridik
Identifikatorer
URN: urn:nbn:se:ltu:diva-55299ISRN: LTU-PB-EX--06/60--SELokalt ID: c2cb071e-40c1-4fe7-b5a5-f0cd7125a062OAI: oai:DiVA.org:ltu-55299DiVA, id: diva2:1028681
Ämne / kurs
Examensarbete, minst 30 hp
Utbildningsprogram
Elektronisk handel, master
Examinatorer
Anmärkning
Validerat; 20101217 (root)
2016-10-042016-10-04Bibliografiskt granskad