Trust factors influencing virtual community members: A study of transaction communities |
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| Authors: | Jyh-Jeng Wu Ying-Hueih Chen Yu-Shuo Chung |
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| Institution: | 1. Department of Business Management, National United University, Miaoli, Taiwan;2. Department of Computer Science and Information Management, Providence University, Taichung, Taiwan;3. Graduate School of Business Administration, Providence University, Taichung, Taiwan;1. Department of Business Administration, National Taipei University, No. 151, University Rd., San Shia, Taipei, 237 Taiwan, Taiwan;2. Department of Business Administration, National Chengchi University, No. 64, Sec. 2, Zhi-Nan Rd., Taipei, 116 Taiwan, Taiwan;1. School of Management, Jinan University, China;2. School of Management, Shanghai University, China;3. Department of Marketing, School of Business Administration, Guangdong University of Finance & Economics, Guangzhou, Guangdong, China;1. Department of Marketing Management, Takming University of Science and Technology, Taipei, Taiwan;2. Department of Business Administration, National Taipei University, Taipei, Taiwan |
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| Abstract: | Virtual community is a valuable business medium for web vendors in terms of disseminating information and retaining customers. This research investigates the underlying driving forces that cultivate both the trust and returning behavior of virtual community members. In particular, this research examines the influence of shared values, satisfaction with previous interactions, and website privacy policies on the trust of 381 active virtual community members. The findings suggest that the shared values of virtual community members have a positive impact on both trust and relationship commitment. Second, satisfaction with previous interactions not only increases the level of trust in virtual community members, but also enhances relationship commitment and member stickiness. Third, website privacy policies enhance the level of trust significantly. Finally, trust shows a positive and significant effect on both the stickiness and the commitment of virtual community members. |
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