||Virtual community (VC) provides a place for people to communicate and form friendship in cyberspace. Researchers found that the business benefits only occur when members have loyalty towards VCs. This study focuses on factors that affect people’s loyalty towards VCs. First, we study related papers, and did a survey to experienced VC members, to find out the more complete factors that affect them. Then, we did a second survey of Formosa Bulletin Board System members to discover the different important ratings in these factors. According to the survey result, we grouped 23 factors into 4 components: Content, VC Management, VC Brand, and Communication. |
The result shows “Content” is the most important component, and different demographic segments, like gender, age, jobs, VC using time, Internet Using time, etc, will show different rating in the components mentioned previously. This study suggests VC managers take good care of “the quality of information content”, and encourage members to create their own content, and form friendships with other users to increase members’ loyalty toward VCs.