A Study on the Effects of the Online Community Flow : Mediating Satisfaction and Community Trust

온라인 커뮤니티 몰입에 미치는 영향 연구 : 만족과 커뮤니티 신뢰를 매개로

  • 문영주 (공주대학교 전자상거래학과) ;
  • 이종호 (공주대학교 전자상거래학과)
  • Published : 2007.03.30

Abstract

Today, most companies are building up and using online communities on their websites. But there are few studies on forming and operating online communities. This study shows the influence of social presence on these factors like usefulness, ease of use, playfulness, satisfaction community trust, and its ultimate contribution to community flow. An Empirical results suggest as follows. (1) social presence has stronger effect on usefulness, ease of use, playfulness, (2) usefulness and playfulness has a positive influence on satisfaction, (3) ease of use doesn't have a significant impact on flow, (4) satisfaction is positively influences on community trust and flow, (5) community trust influences on flow. It is necessary to succeed with next studies following this one about online community in spite of its limitation. Finally, we present contribution and propose future research directions.

Keywords

Online Community;Social Presence;TAM;Trust Satisfaction;Flow;Electronic Commerce