| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 96 === The development of internet is creating intense competition in virtual community nowadays. To establish virtual community, there are several points as follows: gaining popularity, increasing browsers and membership, and understanding the potential demand for internet users. And how to conduct members’ loyalty to the virtual community becomes an important issue to operate a long-term virtual community. Recently, the discussion of e-loyalty is gradually emerging as well. With appropriate adjustment, we can make the measurement of loyalty which is originally used in the real society also applied in virtual community. Therefore, functional quality and browsing motivations are used to discuss the SOGI loyalty.
Conducting functional quality and browsing motivations as dimensions, this study is to explore the causes for the members to re-use SOGI, the members’ loyalty, and the effect of browsing motivations as moderation. The results of regression analysis show that the functional quality has positive effects on the e-loyalty, browsing motivations has positive effects on the e-loyalty, and the browsing motivations causes a weaker relationship between functional quality and e-loyalty. Finally, according to the results, this study provides guiding references and recommendations for SOGI based on its current circumstances.
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