Title page for etd-0621112-142448


[Back to Results | New Search]

URN etd-0621112-142448
Author Tzu-Chieh Lin
Author's Email Address No Public.
Statistics This thesis had been viewed 5582 times. Download 1521 times.
Department Communications Management
Year 2011
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Users' Participation in Business Micro-blogging Community: From Relationship Commitment Perspective
Date of Defense 2012-06-11
Page Count 102
Keyword
  • Commitment-trust theory
  • Relationship commitment
  • Micro-blogging
  • Virtual community
  • Loyalty
  • Abstract With the rise of Web 2.0 concept, the development of virtual communities focuses more on the factors of relationship and interaction. Micro-blogging, the kind of community platforms that limit the length of a post and emphasize real-time and interactive features, has become popular these years. Seeing the potential of micro-blogging marketing, many businesses start to use micro-blogging as a promotional channel. With the different characteristics and multiple features of micro-blogging services, however, most businesses are still exploring how to make relationship marketing successful.
    This study uses commitment-trust theory by Morgan & Hunt (1994) to investigate the building of trust and commitment between users and communities and their influence on community loyalty from the perspective of relationship commitment. An online-survey was conducted among Plurk users, and 300 valid respondents were used for data analysis by structural equation modeling (SEM).
    The results indicate that commitment and trust have a significantly positive effect on loyalty. Trust is significantly influenced by shared values, communication and opportunistic behavior, and commitment is significantly influenced by relation-ship benefits and trust. Information quality and shared values, however, do not have significant impact on commitment. Furthermore, user characteristics and usage frequency have significant moderating effect on the level of causal influence. The results show the importance of trust and commitment building in micro-blogging and provide useful suggestions for micro-blogging marketing.
    Advisory Committee
  • Hsuan-Yi Chou - chair
  • Fen-Hui Lin - co-chair
  • Ya-Ching Lee - advisor
  • Files
  • etd-0621112-142448.pdf
  • Indicate in-campus at 1 year and off-campus access at 2 year.
    Date of Submission 2012-06-21

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys