摘要
论述提高用户对网上社区的忠诚度将有助于电子商务网站吸引和保持客户,模型假设用户信任及虚拟社区感对忠诚度具有显著作用,虚拟社区感包括三个维度:成员感、影响力、需求满足。并对收集的195份有效样本数据采用PLSGraph进行分析,结果发现用户信任显著影响虚拟社区感的三个维度与忠诚度,表明用户信任对于网上社区运作所发挥的基础性作用;且在虚拟社区感的三个维度中,仅有需求满足显著影响用户忠诚度。
Improving user loyalty towards online community will help e-commerce websites attract and retain customers. Loyal users will not only self actively take part in transactions on the website, but also positively impact other users by their opinions. The model points out that user trust and sense of virtual community will play significant roles on his loyalty toward this community. Sense of virtual community includes three dimensions： membership, influence and needs fulfillment. Data are collected and analyzed with PLS Graph. The results show that user＇ s trust significantly influences his loyalty and three dimensions of sense of virtual community, demonstrating the fundamental role of trust for online community. In addition, among three dimensions of sense of virtual community, only needs ful- fillment takes significant effect on user loyalty.
出处
《图书情报工作》
CSSCI
北大核心
2009年第4期128-131,F0003,共5页
Library and Information Service
关键词
信任
虚拟社区
忠诚度
trust
virtual community
loyalty
