在已有文献基础上,建立了非交易类虚拟社区用户忠诚度影响因素理论模型,并提出了相关假设.设计了关于非交易类虚拟社区用户忠诚度影响因素的调查问卷并进行了实证调查.研究发现:感知质量与感知价值、满意度、信任显著正相关；感知价值与满意度显著正相关；满意度与忠诚度显著正相关.信任与忠诚度没有显著的相关性.%On the basis of extant literature, we build a conceptual model of the factors impacting user's loyalty degree in Non-trading Virtual Community, and propose some hypotheses. We design a questionnaire about the factors impacting user's loyalty degree in Non-trading Virtual Community and conduct a survey. We found out that perceived quality is correlated with perceived value, satisfaction degree and trust; perceived value is correlated with satisfaction degree; satisfaction degree is correlated with loyalty degree. Trust is not significantly correlated with loyalty degree.
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