英文摘要 |
Facebook is one of most representative social network websites nowadays. This research explored the impact of shared vision, trust, and social participation on the social identity and loyalty from the viewpoint of fundamental interpersonal relations orientation towards virtual communities. The participants are from 342 virtual community users as the sample finally via online questionnaire survey. Partial least square was applied to assess the reliability and construct validity of the outer model, and examine the proposed hypotheses of the inner model. The results showed that: (1) Fundamental interpersonal relations orientation including belonging, affection, and control significantly affect the common vision and social participation; (2) Through the mediating effect of shared vision and community involvement, the belonging, affection, and control had the significant impact on the trust towards the virtual communities; (3) Common vision, trust, community participation significantly affected community identity, and community loyalty is influenced significantly by community identity. This study found that users can express themselves, create a personal link to the network, develop and maintain social relationships via the adoption of social networking sites. Finally, managerial implications, suggestions and future works for academics researchers and social networking service providers are discussed. |