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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/130156

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/130156

Title:	Looking at both sides of relationship dynamics in virtual communities: A social exchange theoretical lens
Authors:	白佩玉 Pai, Pei-Yu Kao, P.-J. Tsai, H.T.
Contributors:	企管系
Keywords:	Relationship velocity;Entitlement behavior;Attachment style;Popularity;Communication style;Virtual community
Date:	2019-09
Issue Date:	2020-06-22
Abstract:	This study draws on social exchange theory to investigate the relationship dynamics of the member–community dyad in virtual community settings. Using a longitudinal design and multiple measurement sources, the findings indicate that social and task communication styles have unique effects on members’ community commitment velocity, which in turn influences member gratitude and entitlement behaviors. A moderated path analysis demonstrates that the effects of social and task communication styles on community commitment velocity are both positively moderated by attachment anxiety and attachment avoidance. It also reveals that members’ level of popularity augments the influence of community commitment velocity on member entitlement behavior.
Relation:	Information & Management, 57:4, 103210
Data Type:	article
DOI 連結:	https://doi.org/10.1016/j.im.2019.103210
DOI:	10.1016/j.im.2019.103210
Appears in Collections:	[企業管理學系] 期刊論文

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