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    題名: The Effect of Social Capital on Community Loyalty in a Virtual Community: Test of a Tripartite-Process Model
    作者: 蕭丞傑;邱志聖
    Hsiao, Cheng-Chieh;Chiou, Jyh-Shen
    貢獻者: 國貿系
    關鍵詞: Social capital;Online community;Norm;Trust;Resource;Utility;Massive multiplayer online game
    日期: 2012.12
    上傳時間: 2014-06-25 16:12:04 (UTC+8)
    摘要: 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.
    關聯: Decision Support Systems, 54(1), 750-757
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1016/j.dss.2012.09.003
    DOI: 10.1016/j.dss.2012.09.003
    顯示於類別:[國際經營與貿易學系 ] 期刊論文

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    750-757.pdf354KbAdobe PDF21207檢視/開啟


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