درک کاربران از کیفیت الکترونیکی و علاقه با جوامع مجازی: اثر تفاوت های فردی

Following the information systems (IS) success model, this study explores the effect of individual differences on users’ perceptions of virtual communities in terms of e-quality (namely, information quality, system quality and service quality) of and affinity with virtual communities given individual differences are crucial in determining how individuals think and respond to the environment. This study examines the effect of individual differences on virtual community success dimensions from both physical and psychological perspectives, which we think presents a new view for virtual community research and practice alike. Data collected from users of virtual communities were used for data analysis. First, the cluster analysis was applied and five personality trait clusters were identified in terms of extraversion, agreeableness, openness to new experience, conscientiousness and neuroticism. Then, the independent sample t test and one-way analysis of variance (ANOVA) were employed. The effect of individual differences in terms of gender, age, position, experience with virtual communities as well as the five personality trait clusters on users’ perceptions of e-quality of and affinity with virtual communities was explored and discussed.