Determinants of successful virtual communities: Contributions from system characteristics and social factors
Introduction
A virtual community is a cyberspace having various Internet-based chat technologies, including discussion forums (discussion or bulletin board), etc. It depends on social interaction among its members, who share interests, build relationships, create fantasies, and conduct transactions. Igbaria et al. [13] suggested that sustaining the virtual community promotes knowledge sharing, with significant impact on businesses.
Preece [22] identified and measured key determinants of sociability (numbers of participants, degree of reciprocity, and trust) and usability (number of errors, productivity, and user satisfaction) of successful virtual communities, while Johnson [14] argued that adequate technical support and online communication techniques were necessary for their success. However, I found that the factors leading to success of virtual communities have not been carefully examined; therefore, I developed and empirically tested a virtual community success model. It was partly derived from DeLone and McLean’s IS success model (the D&M model) [5].
The model developed for early monolithic IS appears to provide a good base for examining the success of virtual communities. In this context, Lin and Lee [18] stated that quality-perception dimensions were the key antecedents of effectiveness. Moreover, social influences, such as leadership, are essential in a successful virtual community while trust is necessary if a member is to be willing to exchange information.
By expanding the D&M model, my study examined the impact of system characteristics (e.g., information and system quality) and social factors (e.g., trust and social usefulness) on success in virtual communities. The research model and hypothesized relationships were empirically tested using SEM, supported by LISREL 8.8 software.
Section snippets
Virtual communities
A virtual community-based approach is an effective way of sharing knowledge. It facilitates informal sharing of knowledge available from experienced and skilled people [16]. Furthermore, three Internet-based chat technologies have received attention recently as media for community member communication: discussion forums, weblogs, and wikis. These chat technologies share several common properties; they:
- 1.
create a nonvolatile record of the discussion providing a record of knowledge sharing;
- 2.
are
Subjects and procedure
Data were collected using a paper-based survey from a class of 236 students registered in five business courses at a large university located in the north of Taiwan. Student subjects were selected for several reasons: they were among the first to participate in virtual communities and thus were familiar with several Internet technologies; their participation provided insights for an influential group; and a reasonable body of work has suggested that college students resemble the normal
Data analysis and results
The hypothesized models were empirically tested using SEM, supported by LISREL 8.8 software with maximum likelihood estimation [15]. Data analysis proceeded in two stages. The measurement model was estimated using CFA to test convergent and discriminant validity of the measurement model, and the structural model was analyzed to prove or disprove my hypotheses.
Findings and implications
My study examined the impact of system characteristics and social factors on stimulation of successful virtual communities. I validated the proposed model. Members find that virtual communities meet their needs when they are reliable, convenient, and user-friendly, providing accurate, complete, constantly updated, and customized information. Therefore, online businesses and community providers should put time and effort into ensuring that their customers are satisfied with information and
Acknowledgements
The author would like to thank the Editor, Professor E.H. Sibley, and three anonymous reviewers for their valuable comments and suggestions.
Hsiu-Fen Lin is an associate professor in the Department of Shipping and Transportation Management, National Taiwan Ocean University. She received her PhD degree in Information Management from National Taiwan University of Science and Technology, Taiwan, in 2004. She served as a member of the editorial advisory board of Internet Research. Her research interests include electronic commerce, knowledge management and organizational impact of information technology. Her research has been published
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Hsiu-Fen Lin is an associate professor in the Department of Shipping and Transportation Management, National Taiwan Ocean University. She received her PhD degree in Information Management from National Taiwan University of Science and Technology, Taiwan, in 2004. She served as a member of the editorial advisory board of Internet Research. Her research interests include electronic commerce, knowledge management and organizational impact of information technology. Her research has been published or forthcoming in Information and Management, Journal of Information Science, Behaviour & Information Technology, Technovation, Internet Research, Electronic Commerce Research and Applications, Management Decision, and other leading refereed journals and conference proceedings.