The study investigates whether different motivation mechanisms can affect the quality of relationship and member loyalty of virtual communities. The particular domain is online games on which players often join affiliated virtual communities to exchange information. A questionnaire was designed for the online survey that resulted in a total of 685 valid responses. The results from the partial least square analysis show that relationship quality as measured by Customer satisfaction, trust and commitment have a mediating effect between motivation mechanisms and member loyalty. Among the motivation mechanisms, financial bonds have no effect on relationship quality but social and structural bonds have significant effects. The findings can be used by practitioners when they run virtual communities and have implications for future research in related topics.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0827109-111942 |
| Date | 27 August 2009 |
| Creators | Lin, Shu-yi |
| Contributors | Kuang-wu Kuai, Ting-Peng Liang, Chun-Tuan Chang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0827109-111942 |
| Rights | withheld, Copyright information available at source archive |
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