عوامل اعتماد موثر بر اعضای جامعه مجازی: مطالعه جوامع تراکنش
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|9320||2010||8 صفحه PDF||سفارش دهید||محاسبه نشده|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 63, Issues 9–10, September–October 2010, Pages 1025–1032
Virtual community is a valuable business medium for web vendors in terms of disseminating information and retaining customers. This research investigates the underlying driving forces that cultivate both the trust and returning behavior of virtual community members. In particular, this research examines the influence of shared values, satisfaction with previous interactions, and website privacy policies on the trust of 381 active virtual community members. The findings suggest that the shared values of virtual community members have a positive impact on both trust and relationship commitment. Second, satisfaction with previous interactions not only increases the level of trust in virtual community members, but also enhances relationship commitment and member stickiness. Third, website privacy policies enhance the level of trust significantly. Finally, trust shows a positive and significant effect on both the stickiness and the commitment of virtual community members.
The widespread rise of virtual community has changed the way of social interactions. Virtual community comprises communication platform and a social network through which people holding the same interests and concerns can interact with one another in cyberspaces ( Turban et al., 2006 and McKnight et al., 2002). The popularity of virtual communities has opened a new avenue for e-vendors to enhance website visibility and generate web traffic (Hagel and Armstrong, 1997). A virtual community serves both social and business functions. From the social perspective, a virtual community provides a communication platform and a social network—fostering interaction between individuals. The members of these communities come together to develop friendships, share common interests, and exchange information (Hagel and Armstrong, 1997). From the business perspective, a virtual community comprises a viable trading and marketing platform that enables commercial interaction between sellers, buyers, and intermediaries (Schubert and Ginsburg, 2000). Hagel and Armstrong (1997) suggested that a virtual community provided three major business functions. First, virtual communities allow e-vendors to leverage customers' ideas in terms of designing and customizing new products. For example, the rich information generated within virtual communities provides valuable insight and feedback on the quality of existing products and services, which in turn allows organizations to continuously improve products. Second, a virtual community can serve as an operational mechanism through which organizations can pursue targeted marketing and consequently stimulate transaction tendencies. For instance, a detailed customer transaction history yields rich data in regards to customer preferences and transaction intensity, which enhances the ability of e-vendors to identify current and potential customers. Third, a virtual community represents a tremendous opportunity for e-vendors to reach a critical mass of purchasing power at a minimum cost. Despite promising in terms of e-commerce, Internet-based virtual communities are relatively informal, and their business value remains subject to members' willingness to constantly employ the virtual community for information exchanges and business transactions. Steady traffic flow to the site and member loyalty are both imperative for a virtual community to be commercially useful. Prior research has designated trust and relationship commitment as key facilitators of e-commerce (Bhattacherjee, 2002, Morgan and Hunt, 1994, McKnight et al., 2002 and Eastlick et al., 2006). Empirical research in this area has primarily focused on online shoppers. However, virtual community members are expressly different from the conventional e-shoppers because the social groups are able to balance the power associated with both vendors and customers through the release and exchange of information (Hagel and Armstrong, 1997). Thus, a gap exists in terms of the underlying dimensions, causes, and effects of trust on virtual community members. This quantitative research applies the commitment–trust theory of relationship marketing to investigate trust factors associated with virtual communities and their consequents. Following the introduction, the next section presents the theoretical background through a review of the literature on trust and the commitment–trust theory of relationship marketing. Next, the research model, the hypotheses, and the research methods are discussed. The final section summarizes the findings as well as research implications.
نتیجه گیری انگلیسی