Profiling Virtual Communities Users: Antecedents and Consequences of Online Participation Behaviors as Segmentation Bases

  • 蘇 嬰昭

Student thesis: Master's Thesis


This study segments virtual community members based on antecedents and the consequences of online community participation behavior The segmentation bases are derived from reviewing previous literature regarding online community The antecedents include constructs investigated and derived from uses and gratification theory such as information motive social integration motive entertainment motive social enhancement motive self-discovery motive and instrumental need The consequences include word-of-mouth community loyalty consciousness of kind shared rituals and traditions and moral responsibility Survey data was analyzed by factor and cluster analyses to produce the descriptive profile of online community user characters This study identified five segments: networkers posters acquirers passive lurkers and active lurkers Compared to previous online community segmentation studies this study found a new segment the acquirers; and also identified the two types of participation behavior groups which split from the previously defined type lurkers; the passive lurkers and the active lurkers As online community evolve toward more mature stages the users’ participation behavior become more fragmented The segment profiles and the managerial implications are discussed
Date of Award2015 Feb 10
Original languageEnglish
SupervisorJu-Faye Kao (Supervisor)

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