以社群網站為例探討人格特質、社群網路使用態度、人際關係對社群意識與社群忠誠度之影響
摘要
With the advancement of internet technology, people fulfill the demand of information and interpersonal relationship through virtual community website. Some users conceal themselves in real life to create completely different identities through social networking sites. This research aims at knowing every user's different personal traits and attitudes toward using internet, and then they create interpersonal relationship which is different from their real life. With the interaction between each other, they affect social virtual community and lead to community loyalty. The users of virtual community websites were the main objects for this questionnaire, and 430 questionnaires had been sent, 408 questionnaires were seen to be valid. The result of the research indicates that, with the intimacy creating by other people's attention, users are tend to use this feeling to make up the lack of belonging in real life. In other words, people use the comfort of seeking virtual friendship and feeling to create a brand new identity, so it can be a supplement to the psychological deficiency in the real life relationship. Through the social network and the interaction with other people, it will increase the visitor's viscosity, surfing persistence and therefore affect the loyalty of social network.