Virtual Community and Customer Participations in User Centric Internet Service Ventures

摘要

The purpose of the study is to construct a cognition, behavior and performance structure to investigate how users' perceived website value, their familiarity of utilizing internet services, and their sense of virtual community (SOVC) relate to resulting participation behaviors and performance of a user centric internet service website. To explore the benefits of user participations, this study follows literature to classify user participations into citizenship behavior, co-production and member interaction. The taxonomy of user participation can have profound implications on website strategy and development. The focus is on the function and effect of virtual community on user behaviors, which can shade some lights on how to stimulate user citizenship behavior and result in lock-in and satisfactions in the real practice.