A Study on the Community Participation, Community Loyalty and Community Value in the Virtual Communities:An Example of Amo Etest.

• Main Authors: HSU, TZU-CHING, 徐子晴
• Other Authors: LEE, LI-JIH
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/pgz37n

碩士 === 國立臺中教育大學 === 區域與社會發展學系國民小學教師在職進修教學碩士學位班 === 108 === This study is mainly to explore the relationship and influence of community members in community participation, community loyalty and community value, and to study the members of the Amo etest. It is hoped that this study will highlight the importance of learning site members in community participation, community loyalty, and community value in community operations, and provide platform operators with different business strategies for the characteristics of different background community members. This study used online surveys to conduct a questionnaire survey of its community members through the Amo etest platform, and successfully obtained 1086 valid questionnaires, through statistical software SPSS analysis and research, community participation, community loyalty and community. The two values are positively related to each other. Community participation and community loyalty are predictive of community value. The research findings are as follows: 1.The current situation of community members participating in the community is the highest in "solving problems", followed by "interaction between members" and the lowest level of "emotional communication". 2.The gender, age, exam type, and physical identity of the community members are significantly different in the overall or stratification of the community participation level. 3.Community members have significant differences in overall or stratified participation in the community regarding whether to join the VIP, use the Amo time, participate in the seniority, participate in the discussion, and use the rating. 4.In the current state of community loyalty, community members have a high degree of word of mouth to identify the community platform. 5.There are significant differences in the overall or stratification of the community's gender, age, exam type, and physical loyalty to the community. 6.Community members have significant differences in overall or stratified loyalty to the community regarding whether to join the VIP, average time to internet, use of Amo time, participation in seniority, and level of use. 7.Community members are moderate in terms of community value, with high operability, followed by "use function" and lowest at "personalization" level. 8.The gender of the community members, the type of exams, and the level of community value are significantly different in overall or stratified. 9.Community members have significant differences in overall or stratified community values for whether they join the VIP, average online time, use Amo time, participation in seniority, and level of use. 10.Community participation, community loyalty, and community value are highly correlated with each other, and the two are moderately related. 11.Community participation and community loyalty of community members are predictive of community value, and are the best predictors of change in the “inter-member interaction” level of community participation and the “word-of-mouth behavior” of community loyalty.