| Summary: | 碩士 === 義守大學 === 資訊管理學系碩士班 === 96 === Via the Internet, virtual communities have been the new communication channels that provide a cyber space to people who have similar hobbies and interests, allowing them to discuss and share their feelings and experiences with one another. The success of a virtual community relies on users’ intention to share their knowledge online. Users are one of the keys for website success or failure. How to manage the virtual community has become an important issue. This research focuses on question of mediation effects of forum rules on virtual community members’ participation behaviors.
This research applied the theory of planned behavior as a theoretical framework and introduces "management rules" as intermediary variables for a study on rule-based control virtual community members’ participation behavior. Based on 237 online questionnaires, the results showed that perceived behavioral control, perceived usefulness, and participation attitude toward the behavior had positive effects on community members’ participation behaviors. Forum rules had an intermediary effect on participation behavioral intention and participation behaviors.
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