| 企业网上社区用户忠诚度影响因素的实证分析 |
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| 引用本文： | 周涛,鲁耀斌.企业网上社区用户忠诚度影响因素的实证分析[J].图书情报工作,2009,53(4):128-131. |
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| 作者姓名： | 周涛 鲁耀斌 |
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| 作者单位： | 1. 杭州电子科技大学管理学院;2. 华中科技大学管理学院; |
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| 基金项目： | 国家自科基金项目“移动商务的基础理论与技术方法研究”;国家级 |
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| 摘 要： | 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。忠诚的用户不仅自身积极参与网站的交易，而且其言论将对其他用户产生正面且重要的影响。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。对收集的195份有效样本数据采用PLS Graph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。此外，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。
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| 关 键 词： | 信任 虚拟社区 忠诚度 |
| 收稿时间： | 2008-05-30 |
| 修稿时间： | 2008-07-30 |
Exploring Factors Impacting User Loyalty towards Firm-hosted Online Community |
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| Zhou Tao,Lu Yaobin.Exploring Factors Impacting User Loyalty towards Firm-hosted Online Community[J].Library and Information Service,2009,53(4):128-131. |
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| Authors: | Zhou Tao Lu Yaobin |
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| Abstract: | Improving users 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 posits 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 were 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 fulfillment takes significant effect on user loyalty. |
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| Keywords: | trust virtual community loyalty |
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