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首页> 外文期刊>Journal of Business Research >Trust factors influencing virtual community members: A study of transaction communities
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Trust factors influencing virtual community members: A study of transaction communities

机译：影响虚拟社区成员的信任因素：交易社区研究

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摘要

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.
机译：就传播信息和保留客户而言，虚拟社区是Web供应商的宝贵商业媒介。这项研究调查了培养虚拟社区成员的信任和返回行为的潜在驱动力。尤其是，本研究考察了共享价值，对先前交互的满意度以及网站隐私策略对381位活跃虚拟社区成员信任的影响。研究结果表明，虚拟社区成员的共享价值对信任和关系承诺都有积极影响。其次，对先前交互的满意度不仅增加了对虚拟社区成员的信任程度，而且增强了关系承诺和成员粘性。第三，网站隐私政策大大提高了信任度。最后，信任对虚拟社区成员的黏性和承诺表现出积极而重要的影响。

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