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政大典藏 > College of Commerce > Department of International Business > Periodical Articles > Item 140.119/66913

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/66913

Title:	The Effect of Social Capital on Community Loyalty in a Virtual Community: Test of a Tripartite-Process Model
Authors:	蕭丞傑;邱志聖 Hsiao, Cheng-Chieh;Chiou, Jyh-Shen
Contributors:	國貿系
Keywords:	Social capital;Online community;Norm;Trust;Resource;Utility;Massive multiplayer online game
Date:	2012.12
Issue Date:	2014-06-25 16:12:04 (UTC+8)
Abstract:	Drawing upon social capital theory and social exchange theory, this study attempts to elaborate the effect of social capital on community loyalty in a virtual community by proposing and assessing a tripartite-process model. Online gaming communities were selected as the research context for testing the model. After collecting 347 usable responses from a globally leading Massive Multiplayer Online Game (MMOG), this study confirms that a player`s social capital in an online gaming community affects his or her community loyalty through normative, relational, and utilitarian processes. The results also show that resource accessibility has a positive impact on perceived game utility, which in turn affects community loyalty. Finally, we conclude with research limitations and theoretical and managerial implications.
Relation:	Decision Support Systems, 54(1), 750-757
Data Type:	article
DOI link:	http://dx.doi.org/10.1016/j.dss.2012.09.003
DOI:	10.1016/j.dss.2012.09.003
Appears in Collections:	[Department of International Business] Periodical Articles

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