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The Influence of Loneliness on the Adoption of Virtual Community for high school studentsLin, Hung-chih 20 July 2010 (has links)
Abstract
In March 2010, BusinessNext magazine examined Taiwan¡¦s top 100 most popular website, and virtual community websites occupied approximately 25% of the spots. The social networking site ¡§Facebook¡¨ is particularly notable because although it was the first time it entered the rankings, Facebook placed second. Virtual community websites are this year¡¦s most popular type of website. Among 15 to 20 year-olds, network utilization ratios reached as high as 98.3% (BusinessNext, 2010). This majority of this age group studies in high school, and regardless of their course of study, interpersonal relationships, or physical and mental development, this age cohort has an inseparable connection to the Internet. Therefore, we call them the ¡§e-generation¡¨.
This research utilizes the Technology Acceptance Model (TAM) as its theoretical foundation; TAM predicts that a high-school student¡¦s loneliness will affect that student¡¦s use of virtual community websites. This study utilizes stratified sampling in questionnaire among 500 Kaohsiung high school students from the ages of 15 to 19, and the UCLA Loneliness Scale Version Three (Russell, 1996) is used in the survey to measure loneliness. Using this methodology, the hope is to confirm the hypothesis that the students¡¦ loneliness is positively linked to their participation in virtual communities.
Using SPSS 15.0 for Windows and Amos 7.0 to analyze the survey data and conduct a path analysis for a casual relationship, loneliness has a strong influence on students¡¦ use of virtual community websites, which supports TAM as a theoretical construct. And aims at the different social group type website to implement the AMOS female community the coalition analysis. The data do not show a particular variance in usage among different types of virtual community websites. The implications of this research are helpful to the families, the military, and the managers of virtual community websites, who all benefit from a better understanding of high-school students participation in virtual communities.
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