کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
351646 618474 2012 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Forming relationship commitments to online communities: The role of social motivations
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر نرم افزارهای علوم کامپیوتر
پیش نمایش صفحه اول مقاله
Forming relationship commitments to online communities: The role of social motivations
چکیده انگلیسی

Although administrators of online communities (OCs) may focus on improving their OCs through upgrading technology and enhancing the usability of their OCs to attract additional users, the level of OC participation may be associated with social motives. The purpose of this study is to understand how social motivations (that is, network externalities and social norms) affect members committed to OCs. This study tests the hypotheses on data collected from 396 undergraduate students. Data analyses show that network externalities and social norms directly influence social interaction ties, which subsequently results in commitment toward a community. Social norms also directly influence relationship commitments to a community. The results provide insights into how social motivations lead to commitment to an OC, reminding OC administrators to encourage member commitment to the OC from the perspective of social motivations.


► This study tried to understand how social motivations affect commitment to the OC.
► Network externalities indirectly (through interaction ties) influence commitments.
► Social norms directly and indirectly (through interaction ties) affect commitments.
► Interaction ties positively influence interpersonal trust and committed to the OC.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 28, Issue 2, March 2012, Pages 570–575
نویسندگان
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