• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.399-409
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• 2022

The purpose of this study is to examine the role of virtual community participation and engagement in the brand decision by building community and brand trust. In this study, two theories (Social Capital Theory and Theory of Collective Action) were tested. Both theories were linked based on existing literature, and empirical evidence was obtained through testing hypotheses. Students from five prestigious Pakistani business schools provided a total of 849 replies. The measurement model and structural model were both analyzed using the partial least square (PLS) method. The findings show that virtual community engagement and participation have a positive and significant impact on virtual community trust. Although virtual community engagement has a positive effect on brand trust, we found no evidence of a link between virtual community participation and brand trust. Later, these trusts positively influence brand choice. This study has several managerial implications. The suggested model of this study helps managers to get customers' insight, choose the right target market, and set integrated marketing communication strategies besides social media marketing strategies. The study represents a new perspective of consumer behavior that helps to understand how a customer behaves in virtual communities to trust and take the final decision to purchase.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2008.04a
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• pp.349-353
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• 2008

With the development of the internet and the spread of 'digital home', the communities in cyber space have been especially revitalized since the information-oriented society. Apartment houses provided networks that are well equipped with internet websites, which build up the houses as a virtual space unit. This study attempted to conducted the questionnaire research for apartment occupants in order to investigate their recognition of and participation in the virtual community and demand for the classified contents The results are as follows. 1) First of all, some easy-access programs are necessary to be groped while aggressive promotional strategies for virtual community that create interests of residents are required to make progress to increase the participation for virtual community 2) 'Gender', 'the form of ownership' and 'level of using the Internet' show significant differences in the case of 'needs in the like-minded people's association', the participation of residents that is induced by both online and offline can cause positive effects on community activity 3) Needs in community enrichment are generally high so that various contents development related to those are necessary. 4) Effects of virtual community on the residential community are on the whole affirmative.

• The Journal of Economics, Marketing and Management
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• v.11 no.1
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• pp.1-12
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• 2023

Purpose: This study identified the effects of the three types of consumer interactions on the utilitarian and hedonic values experienced by community members, their degree of participation, and brand loyalty. In addition, the mediating effect of virtual interactivity between the interactions that occur within the online brand community and the value experienced by community members was also identified. Research design, data and methodology: An online survey was distributed, and the data gathered was analyzed using structural equations modeling. Results: Test results showed that product-information interaction has a positive effect on utilitarian value and interpersonal interaction has a positive effect on hedonic value. Human-computer interaction was found to have a negative effect on hedonic value and no significant effect on utilitarian value. Furthermore, it was revealed that among the three types of interactions, virtual interactivity had a mediating effect only in the relationship between human-computer interaction and hedonic value. Moreover, utilitarian values experienced by community members affected their level of participation which ultimately enhances brand loyalty. Hedonic value did not affect their level of participation within the online brand community. Conclusions: When marketers establish online brand community strategies, they must place elements that can directly help the use of brands and products.

• Journal of the Korean housing association
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• v.20 no.1
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• pp.91-99
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• 2009

With the development of the internet and the spread of 'digital home', apartment houses equipped with the homepages connecting apartment houses as one cyberspace unit have increased. The virtual community with a homepage in apartment complex have improved the effect on management businesses in the side of a apartment manager and increased the importance of the space with a strong tie between residents in the side of residents. But the apartment residents didn't make full use of the virtual community because they have the low level of recognition of it. Therefore, this study attempted to present basic materials for the scheme to revitalize the virtual community. For this purpose, it attempted to find residents' recognition of and participation in the virtual community and demand for the classified contents conducted before this study. In the research method, it conducted the questionnaire research. The results are as follows. 1) First of all, It was found that the apartment residents had the low level of recognition of the virtual community. There was a significant difference according to the degree and the level of using the internet. Some easy-access programs are necessary. 2) The apartment residents took part in the virtual community about 67 percents because there was a lack of the public relation of the virtual community. 3) It was found that there was a significant positive correlation between the level of recognition and participation. 4) An attempt was made to identify the apartment residents' demand for the type of virtual community contents. It was found that most of contents were needed. 'apartment complex introduction and management information' showed the highest score among them. 5) Most respondents are affirmative to the virtual community. Therefore the residential community could be reinforced if the contents of virtual community is developed and well operated in the future.

• Information Systems Review
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• v.5 no.2
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• pp.71-90
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• 2003

Virtual communities have been suggested to play important roles such as attracting customers, building customer loyalty, and leading to commercial transactions. Little research in marketing has focused on virtual communities in spite of its importance indicated by many practitioners and conceptual studies. More specifically, little research has empirically examined factors of customer participation and its consequences. This research investigate if customers' participation motives in virtual communities affect their sense of community and if sense of community affects customers' loyalty towards and purchase intentions from the website offering the community service. One hundred ninety six questionnaires were collected from individuals who have participated in and have been involved in online activities in various virtual communities. Major results of this research can be summarized as follows. First, participation motives employed significantly affected customers' sense of community and more specifically, perceived ease of use and perceived playfulness had a large influence on the customers' sense of community. Second, customers' sense of community positively affected their loyalty toward the community and more specifically, membership and emotional connection had a large influence on loyalty. Third, customers' sense of community did not affect directly their purchase intentions. Fourth, customers' loyalty toward virtual communities had a significant, positive, although marginal, influence on their purchase intentions.

• Korean Institute of Interior Design Journal
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• v.23 no.3
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• pp.231-238
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• 2014

Recently, many people can experience the virtual space by smartphone, and they use many games. In particular, this change has great implications in the collaborative and communicative planning paradigm, which is residents' participation and agreement becoming important in community making and urban design. This study analyze the case of the five virtual space games about community making and urban design, and examine the related regal system. Game users can construct roads, houses, buildings and facilities in the virtual city. Then, they create profit, and promote the growth of virtual city. In these games, construction elements are classified residential, commercial, industrial, parks, green spaces, public building, and roads. But these elements does not identified clearly, and they mixed. By analyzing of related regal system, these games focus on the individual buildings, spaces, and facilities rather than considering the terms of urban planning. To complement the virtual space game with the aspects of urban planning, these games can encourage the participation capability and enhance the communication skills of citizens.

• Asia pacific journal of information systems
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• v.27 no.1
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• pp.54-76
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• 2017

The purpose of marketing via Facebook is to convince consumers to become fans of a brand. Facebook constructs virtual brand communities that enable brand fans to interact with these brands. This study investigates the antecedents and consequences of fan participation characterized by the breadth and depth of brand fans' like, comment, and share activities. An empirical analysis with 204 survey respondents reveals that expected benefits, such as brand information, social interaction ties, playfulness, and incentive, have positive effects on fan participation. Furthermore, fan participation increases fan's attitudinal loyalty, which then positively affects behavioral loyalty. Theoretical and practical implications of the findings as well as future research directions are also discussed.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2011.04a
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• pp.81-86
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• 2011

In order to establish the effective community village as planned, it is the most important factor in residents' participation at the stage of design process. Especially, community space, which is commonly used by all members, must be designed through consultation process of community members themselves to accommodate the needs of various daily activities. So, in this study, the participation process to design the common community facility is developed and the actual residents' participation workshop was conducted in Baek-Hwa village, which is being built on South Korea. Also, the space of community facilities was designed based on the direct opinions and needs of actual residents obtained by workshop process. The workshop was conducted two times: the first workshop was conducted for the design of common residents' facilities and the second was for trying to utilize the virtual designed space. During the workshop process, it is found that the positive participation of members of village is naturally occurred to design residents' space in the workshop process. As a result, most people want to make the space of gym, library, and dining room in spatial configuration. Among them, the hobby room was highly demanded. There is lots of demand for the joint activities and training program in common activity fields. Also, the prediction of the various occurrence so fun expected situations was requested in the game of creating rules and role-playing. In the conclusion, it was acknowledged the necessity of residents' participation design and the importance of communication between architects and residents for decision-making.

• Asia pacific journal of information systems
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• v.19 no.1
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• pp.63-82
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• 2009

Virtual community is a social aggregation to attain some goals in an IT-supported virtual space (Lee et al., 2002). As lots of virtual communities generate robust and reliable outputs with low control and low incentive, previous researchers was interested in the questions, "why do they participate?" or "how are they controlled?". But. as Katz (1964) said, the most important part of the high-performing organization is the behaviors of members in the organization. Therefore, this research is to examine the relationship between the performance and the behaviors of participants in the virtual community. First, we propose 6 types of behaviors related to high performance in the virtual community: 'Continuous Attendance', 'Complying with the organizational value, policies, and regulations', 'Protection', 'Suggestion for the improving', 'Self-training', and 'Favorable behavior'. The six types of behaviors are extracted from the framework of Katz (1964) and Brief and Motowidlo (1986). The reason why each behavior is positively related with high-performance is that those who continuously attend have more responsibility than temporary participants do; complying with the rules of a virtual community means that they may make more reliable outcome; 'Protection' is one of the prosocial-behaviors and those who protect the community may concern the benefit of the virtual community when they participate: those who suggest some ideas for improvement may contribute to the virtual community; 'Self-training' behavior means that participants really want to have high quality in their contribution: those who have 'Favorable attitude' consider other members in the virtual community when they participate. Then, we perform an empirical analysis with the survey from participants in the Knowledge service of Naver.com, to show those behaviors are associated with the high-performance. To make the measurement for the six behaviors, we use CVR (content validity ratio) method (Lawshe, 1975), interviewing 12 experts. The dependent variable, performance of participation, is measured by 'ratio of selected answer' given by the Naver.com. We use email survey. We sent 1200 emails to randomly selected participants in the knowledge service and received 282 responses. The results of our empirical analysis show that 4('Continuous Attendance', 'Suggestion for the improving', 'Self-training', 'Favorable attitude') are positively related to the performance, but 2('Complying with the organizational value, policies, and regulations' and 'Protection') are not significant. In line with Fitzgerald (2006), we expect that participants in the virtual community may behave similarly to employees in the off-line firms for the high performance. But 2 behaviors have different results. The reason that the 'Complying with the organizational value' behavior is not sufficiently related to performance is that the motivation of participants is more related to intrinsic pleasure or altruism than external reward. Also, the 'Protection' behavior has no significant relationship with performance, which means that the high-performing participants have little concern about the problems in the community.

• 한국HCI학회:학술대회논문집
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• 2006.02a
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• pp.937-944
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• 2006

Although people's anxiety about the environmental problem has been getting higher, they are not provided good quality of knowledge about the environment. Based on this situation, Ecoblog can be a new type of online community to educate the public in ecological knowledge. Especially, Ecoblog can be utilized as a method of "preventive education", and it will contribute to reduce great amounts of environmental budget to restore contaminated environment to previous condition. Ecoblog also utilizes the concept of blog which user can create and append their site with chosen themes. A weblog or a blog is a non-commercial webpage regularly updated through the use of a blogging software which allows the user to "publish" kinds of amalgamations of text and graphics to the page as posts. The technology offered in Ecoblog is utilizing the concept of 4D place and game metaphor in order to provide users the sense of participation, interaction and immersion among them and the growing community. Thus, it requires applying the CAAD technology by implementing semantically well-defined building data model as a core database to create a 4D virtual community. This research focuses on defining a 4d spatial framework suitable for developing an online ecological community. Through our study, the state-of-the-art of online community has been studied at the first step. Second, the scenario of using EcoBlog described with content, visualization and navigation are defined based on the critical features derived at the first step. Finally, a 4d spatial framework composed of semantic building data model, content and rule database is constructed to propose factors that are necessary to establish an ecological virtual community. In conclusion, our framework could enhance the comprehension and interaction between users and virtual buildings in the ecological community by integrating the concept of game design, 4D CAD and semantic data model. Such framework can be applied to any online community for an educational purpose.