The Cyber-Aspects of Virtual Communities: Free Downloader Ethics, Cognition, and Perceived Service Quality

摘要

This study examined the downloader cognitive structures toward Web service quality and thendownloader ethical attitudes across various levels of participation in a virtual community. Usingnfour types of free downloads as the research subjects, the researcher found that the usersnin different participation degrees have different perception preferences. Owners of the freendownloading Web sites can use the findings of this study to develop effective Web marketingnstrategies.