| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 99 === The development of PILI puppet show has been always in the change as continued from the past to what is today. Despite the fact that the needs and habit of people for entertainment have gradually modified, its development has not faded out alongside with the progress of time. On the contrary, the puppet show has, under the organization management as enterprise, made several major changes different from the pat, while the establishment of virtual community is considered as most crucial because it has not only rendered it to become representative image of Taiwan, but also helped to generate handsome economic income for it.
This study has based on the theoretical foundation of relationship investment model by Rusbult (1980, 1983) to investigate relationship maintenance of community members within the community, and put in the view as satisfaction affects loyalty to explore the loyalty of virtual community of PILI puppet show. This study has released online and physical questionnaire to conduct information collection, and SEM linear structural relationship model to verify the hypothesis of this study. As found in this study,
1. satisfaction of virtual community renders positive impact upon
commitment of virtual community relationship
2. satisfaction of virtual community renders positive impact upon loyalty
to virtual community relationship
3. the attraction of alternative to virtual community renders positive
impact upon commitment of virtual community relationship
4. investment of virtual community relationship renders positive impact
upon commitment of virtual community relationship
5. investment of virtual community relationship renders positive impact
upon loyalty of virtual community relationship
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