| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 97 === Abstract
In this day and age, the internet has become an indispensable tool of various families in the 21st century. Manufacturers excuting the marketing activities through the website is the inevitable trend. In the internet, the members of virtual community who use it more often than general users, they are seen as the customers fulling of the business. Therefore, the researches of virtual community has become important in recent years, and more and more advertisers are willing to spent marketing budget on the online games or virtual communities.
Although there are many studies of virtual community, the network technology continue changing and progressing have bring the different impact from the past on the management and marketing of virtual communities. In this study, we use the second life which is one of the new type of virtual community to explore and research, and add the social presence to know if the Second Life bring the defferent attract fators and the changes in consumption patterns from the past.
The study use an integrated view to research the using behavior of the user to participate the online virtual reality communities. By the technology, motivation, tasks, social presence layers to find out the factors of user participation in the online virtual reality communities
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