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The Effect of Online Community's Interactivity, Reward, Commitment and Loyalty on Purchase Intention in Portal Sites  

Ahn, Tae-Youn (성균관대학교 경영전문대학원)
Kim, Jong-Uk (성균관대학교 경영학부)
Publication Information
Journal of Information Technology Services / v.5, no.3, 2006 , pp. 25-43 More about this Journal
Abstract
This research studied the interactions of online communities, reward, commitment and loyalty to purchase intention in portal sites based on relevant theories. Data were collected from the users who had purchase experiences in potal sites to analyze the effects of interactions and loyalty. An empirical analysis regarding the hypothesized structural equation model was performed using SPSS 10.0 and PLS Graph 3.0. As the result, the interactivity of communities was found significant to commitment and loyalty, the reward of community was shown to significantly influence commitment, but not loyalty. And the commitment and loyalty of community were shown to have much effects on purchase intention. Finally, trust on portal sites were found to have an interaction effect on purchase intention.
Keywords
Online Community; Reward; Loyalty; Purchase Intention; Interactivity; Commitment; Portal Site; Portal Site Trust;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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