Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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The Effects of the Characteristics of Internet Communities and Individuals on User Loyalty

인터넷 커뮤니티의 특성과 개인 특성이 사용자 충성도에 미치는 영향

  • 서건수 (순천향대학교 경영학부)
  • Published : 2003.06.30
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Abstract

Although the internet community(IC) has been recognized as an increasingly important for better understanding and relationships with customers, few evidence has been accumulated what factors influence IC success. This study posits the characteristics and individual characteristics as key determinants of IC success, and related hypotheses were tested using 230 data. Using user loyalty as a surrogate of IC success, this study found that the three key characteristics of IC-focus, interactivity, and cohesion levels-significantly influence the community user's loyalty. In addition, individual characteristics including personal value propositions(e.g, challenge/ambitious value, economic/rational value) and absorption tendency(e.g., flow level) affect their loyalty levels. This study also found that the determinents of IC user's loyalty defer with different types of community such as entertainment, relationships, and information/opinion sharing communities. These findings are hopefully helpful for the successful and contingent management of IC buildings and operations.

Keywords

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