Implication of Social Presence on Loyalty in Virtual Community
Keywords:Social presence, Virtual community, Loyalty
This study aims to explore whether social presence exhibits an important factor in computer-supported community, using the social presence perspective to analyze how media features and personal factors influence user behavior of virtual community. A survey was conducted on Gamebase which covers four types of virtual communities. Empirical data were gathered using online questionnaire with 254 respondents. The result showed that communication richness of social presence contributes to the virtual community loyalty, while medium richness does not influence virtual community loyalty. Results indicated that reciprocal interaction and interpersonal trust have positive effects on medium richness, whereas social interaction and interpersonal connection have positive effects on communication richness.
Lai SL, Turban E., â€œGroups formation and operations in the Web 2.0 environment and social networksâ€, Group Decision Negotiation, vol. 17, no. 5, pp. 387-402, 2008.
Aymerich-Franch L., â€œPresence and emotions in playing a group gamein a virtual environment: The influence of body participationâ€, Cyberpsychology, Behavior, and Social Networking, vol.13, no. 6, pp. 649-654, 2010.
Short J, Williams E, Christie B., The Social psychology of telecommunications, John Wiley & Sons, London, 1976.
Stefanone MA., Lackaff D, Rosen D., â€œContingencies of self-worth and social-networking-site behaviorâ€, Cyberpsychology, Behavior, and Social Networking, vol.14, no.1-2, pp. 41-49, 2011.
Ridings CM, Gefen D, Arinze B., â€œSome antecedents and effects of trust in virtual communitiesâ€, Journal of Strategic Information Systems, vol. 11, pp. 271â€“295, 2002.
Chiu CM, Hsu MH, Wang T.G., â€œUnderstanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theoriesâ€, Decision Support Systems, vol. 42, pp. 1872â€“1888, 2006.
Koh J, Kim YG., â€œKnowledge sharing in virtual communities: an e-business perspectiveâ€, Expert Systems with Applications, vol. 26, pp. 155â€“166, 2004.
Fortin DR, Dholakia RR., â€œInteractivity and vividness effects on social presence and involvement with a web-based advertisementâ€, Journal of business research, vol. 58, pp. 387-396, 2005.
Gefen D, Straub DW., â€œConsumer trust in B2C e-commerce and the importance of social presence: experiments in e-Products and e-Servicesâ€, The international journal of management science, vol.32, pp. 407-424, 2004.
Sia CL, Tan CY, Wei KK., â€œGroup polarization and computer-mediated communication: Effects of communication cues, social presence, and anonymityâ€, Information Systems Research, vol. 13, no. 1, pp. 70-90, 2002.
Yoo Y, Alavi M., â€œMedia and group cohesion: relative influences on social presence, task participation, and group consensusâ€, MIS Quarterly, vol. 25, no. 3, pp. 371-390, 2001.
Gunawardena C N, Zittle F., â€œSocial presence as a predictor of satisfaction within a computer mediated conferencing environmentâ€, American Journal of Distance Education, vol. 11, no. 3, pp. 8â€“25, 1997.
So HJ, Brush TA., â€œStudent perceptions of collaborative learning, social presence and satisfaction in a blended learning environment: Relationships and critical factorsâ€, Computers & Education, vol. 51, pp. 318-336, 2008.
Wellman B, Salaff J, Dimitrova D., â€œComputer networks as social networks: collaborative work, telework, and virtual communityâ€, Annual Review of Sociology, vol.22, pp. 213-238, 1996.
Simon SJ., â€œThe impact of culture and gender on web sites: an empirical studyâ€, The Data Base for Advances in Information Systems, vol. 32, no. 1, pp.18â€“37, 2001.
Bandura A. (1986) Social foundations of thought and action: A Social cognitive theory. NJ: Prentice Hall, Englewood Cliffs.
Dholakia UM, Bagozzi RP, Pearo LK., â€œA social influence model of consumer participation in network- and small-group-based virtual communitiesâ€, Intern. J. of Research in Marketing, vol. 21, pp. 241-263, 2004.
Ruggiero TE., â€œUses and gratifications theory in the 21st centuryâ€, Mass Communication and Society, vol. 3, no. 1, 3â€“37, 2000.
Rice RE., â€œMedia appropriateness: Using social presence theory to compare traditional and new organizational mediaâ€, Human Communication Research, vol. 19, no. 4, pp. 451-484, 1998.
Balasubramanian, S, Mahajan V., â€œThe economic leverage of the virtual communityâ€, International Journal of Electronic Commerce, vol. 5, no. 3, pp. 03-138, 2001.
Wellman B., â€œCommunity: from neighborhood to networkâ€, Commun ACM, vol.48, no. 10, pp. 53-55, 2005.
House JS., Work, stress and social support, Reading MA: Addison-Wesley, 1981.
Thoits P A., â€œStress, coping and social support processes: where are we? What nextâ€, Journal of Health and Social Behavior, vol. 35, pp. 53-79. 1995
Nahapiet J, Ghoshal S., â€œSocial capital, intellectual capital, and the organizational advantageâ€, The Academy of Management Review, vol.23, no. 2, pp. 242â€“266, 1998.
Hagel J, Armstrong A., Net gain: Expanding markets through virtual communities. Boston Mass: Harvard Business School Press, 1997.
Eastin MS, LaRose R., â€œAlt. support: modeling social support onlineâ€, Computers in Human Behavior, vol.21, pp. 977-992, 2004.
Lin HF., â€œDeterminants of successful virtual communities: Contributions from system characteristics and social factorsâ€, Information & Management; vol. 58, pp. 522-527, 2008.
Harris LC, Goode M H., â€œThe four levels of loyalty and the pivotal role of trust: a study of online service dynamicsâ€, Journal of Retailing, vol.80, pp. 39-158, 2004.
Srinivasan SS, Anderson R, Ponnavolu K., â€œCustomer loyalty in e-commerce: an exploration of its antecedents and consequencesâ€, Journal of Retailing, vol. 78, pp. 41-50, 2002.
Sanchez-Franco MJ, Rondan-Cataluna FJ., â€œVirtual travel communities and customer loyalty: Customer purchase involvement and web site designâ€, Electronic Commerce Research and Applications, vol. 9, no.4, pp. 171-182, 2009.
How to Cite
- Papers must be submitted on the understanding that they have not been published elsewhere (except in the form of an abstract or as part of a published lecture, review, or thesis) and are not currently under consideration by another journal published by any other publisher.
- It is also the authors responsibility to ensure that the articles emanating from a particular source are submitted with the necessary approval.
- The authors warrant that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required.
- The authors ensure that all the references carefully and they are accurate in the text as well as in the list of references (and vice versa).
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Attribution-NonCommercial 4.0 International that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
- The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.