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    Please use this identifier to cite or link to this item: http://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 連結: http://dx.doi.org/10.1016/j.dss.2012.09.003
    DOI: 10.1016/j.dss.2012.09.003
    Appears in Collections:[國際經營與貿易學系 ] 期刊論文

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