• Informatization Policy
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• v.20 no.1
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• pp.22-41
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• 2013

The purpose of this paper is to examine the effect of interpersonal face-to-face offline on identification-based trust and reciprocity norm in online world, and the effect of identification-based trust and reciprocity norm on the intention and behavior of sharing information in online world. To understand the moderating role, the importance of information was established as a moderating variable, and an empirical analysis was conducted, focusing on the undergraduate. The results of this study are as follows. It was found that interpersonal face-to-face in offline world affects identification-based trust and reciprocity norm in online positively. A reciprocity norm of identification-based trust and reciprocity norm in online world affected by interpersonal face-to-face in offline world has a positive effect on the intention and behavior of sharing information in online, but showed that identification-based trust does not affect them significantly. And reciprocity norm has significant relationship with information sharing behavior through the intention to share information. It was found to be a partial moderating effect of importance of information on the relationship among the reciprocity norm and the intention and behavior of sharing information.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.235-241
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• 2012

This paper takes the online automobile brand community in china as an example, importing 'interactivity', the concept of sociology, into online brand community study. It follows the logical way as 'How does interactivity embody among the online communities ${\rightarrow}$How about its deepening process? ${\rightarrow}$What the results of interactivity will be?', that is, 'formation of the relationship (Interaction) - deepening of the relationship (identification)-result of the relationship(brand loyalty)', makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.