The Effect of interpersonal, community identity and Fulfillment of needs on loyalty in Social Network Sites - A Case Study of Facebook

• Main Authors: Zan-Fa Hong, 洪贊發
• Other Authors: Cheng-Chung Cheng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/dh9esx

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 102 === This study examines relationships between interpersonal, community identity and fulfillment of needs on loyalty in social network sites and to understand the present situation and its causation. Therefore, this study use Facebook members as the main object of study, and process web surveys. The total returned questionnaires are 396 of 420 and the valid returned rate is 94.29%. Data analysis and the findings of this study are summarized as follows: 1. Overall, the Facebook members take highly priority on mutual interaction and demand mostly on social interaction. As for community identity, members hoped to use Facebook to interact with other members, resulting in a highly sense of belonging and sense of identity of their communities. As for needs satisfaction, some members are through features on Facebook to get satisfaction. On the loyalty, member''s love for Facebook on the extent and frequency of use are high. 2. Facebook members of different "ages", "occupation", "monthly discretionary income", "using the Facebook service" and "average daily Internet time", on their interpersonal relationships; social identity, demand and loyalty are significantly different. 3. Interpersonal relationships and community identity requirements have significant positive effects on loyalty. Interpersonal, community identity and fulfillment of needs on loyalty also are significantly different. However in community identity and fulfillment of needs on loyalty is not statistically different. Facebook features can increase interpersonal contact that is not necessary to cause actual interpersonal relationship.