A Study Of Online Beauty Community Members\u27 Voices: EWOM Text Mining

The Internet promotes the development of the social media, these new media offer open platforms for participants to share product/service reviews with each other. This study applied the theory of conformity behavior to explain online community members’ information consumption behaviors by using text-mining techniques. NetBeans7.4 was used to conduct Chinese tokenization and data analysis. Next, factor analysis and correlation analysis were conducted to reduce the attribute size of products. Our findings demonstrate that more attributes a product/brand has more discussions found in an online community. The conformity phenomenon is seen in help to accumulate sufficient and complete eWOM to reach a sufficient quantity. Thus, brand is more likely to be mentioned. However, the few brand vendors with high product strength have the impact of conformity, in which, may result in a lower spread power with wrong marketing strategy. Therefore, we argue that the reputation bias generated by conformity will make a misleading purchase decision. Based on the conformity effect of eWOM, we establish the effectiveness of text mining technology applied to information search platform design and brand marketing strategy. Implications were proposed in the final section

Use and gratification in e-consumers

[[abstract]]Purpose – The purpose of this paper is to present a conceptual model based on technology acceptance with extended antecedent variables (entertainment and irritation) to examine the impact of use and gratification on e-consumers' acceptance of B2C Websites. Design/methodology/approach – Data were collected from a total of 238 EMBA and undergraduate students from three different Taiwan universities. Structural equation modeling (SEM) was used to evaluate the conceptual model in terms of overall fit, explanatory powers and causal links. Findings – The analytical results showed that entertainment gratification, irritation surfing experience (mass medium), perceived usefulness and ease of Web use (information systems) are important predictors of e-consumers' use intention. The integrated model was then assessed for variance in explanatory power regarding consumer attitude and intention toward B2C Websites. Practical implications – Intention to use the Web is the predictor of actual use, purchase and information-seeking behaviors in e-consumers. Creating entertaining content and reducing distracting processes can enhance acceptance of B2C Websites. Originality/value – A theoretical model incorporating U&G constructs into a technology acceptance model was used to investigate e-consumer behavior in Taiwan. Although ease of use and usefulness are perceived as important issues in traditional IS environments, U&G provides managers with a different perspective

Website interactivity-based social marketing and customer responses

[[abstract]]顾客乐于在社交媒体中表达与讨论品牌与产品，因而带动企业参与网络社交经营。社交媒体成为企业在品牌推广与紧密顾客关系上的重要传播媒介之一，并利于强化顾客的忠诚行为。过去社交媒体研究多侧重于顾客使用行为分析与使用动机，较少着墨于企业使用社交媒体行为探讨。为了补足企业用户行为文献，本研究以S-O-R 模式为架构，验证网站互动性之在线刺激与顾客反应。个案研究结果发现社交营销活动具备越高网站互动性的刺激，会正向影响顾客的参与行为。文末提出管理涵意

Online experiences and virtual goods purchase intention

[[abstract]]Purpose – The purpose of this paper is to examine the effects of interactive and social features on users' online experiences and their purchase intention of virtual goods from a social network site. Design/methodology/approach – A banner with a hyperlink that connected to the author's web survey was posted on the homepage of Facebook. Of the 258 responses returned, 176 were fully completed. Measurement items were adapted from previous literature. Structural equation modeling (SEM) was used to evaluate the research model and hypotheses testing. Findings – The results of an empirical study supported the use of the stimuli-organism-response (S-O-R) model in a social networking site and showed how environmental features should be incorporated to enhance users' online experiences and purchase intentions. Specifically, social identity showed the strongest influence on involvement and flow. More specifically, affective involvement showed the greatest influence on purchase intention compared to flow and cognitive involvement. Practical implications – The relative importance of both interactivity and social identity in platform features in shaping consumers' online experiences should not be ignored. The author suggests online games or apps. Additionally, platform providers should advance social identity features that show a strong positive impact on users' online experiences. Originality/value – With the proliferation of online social gaming, there is growing evidence for virtual goods consumption; however, relatively few studies have discussed this phenomenon. This paper draws on hypotheses from environmental psychology; specifically, users' intentions to purchase are modeled on user responses to the online stimuli of a Web platform and the online experience that such an environment elicits

Relationship Commitment And Memberbehavioral Intention In Virtual Communities

[[abstract]]This study proposes a conceptual model based on commitment-trust theory to examine the impact of relationshipcommitment on members’ behavioral intention toward participation in virtual communities. The members of Programmer Club@TW, one of the representative professional communities in Taiwan, were chosen to conduct thesurvey, 386 usable responses were collected. Partial Least Square(PLS) regression were used to test the model, thefindings show that trust is the most strongest predictor of behavioral intention, following relationship commitment towardcommunity. Furthermore, higher termination cost, relationship benefit, communication are accompanied with higher positive relationship commitment which influence the intention. Implications are proposed in the final section

Explore Different Group Behaviors in Virtual Communities: From Relationship Commitment Perspective

[[abstract]]本研究以Morgan及Hunt(1994)的「承諾―信任」理論為理論基礎，依據虛擬社群的情境及相關文獻，修改並擴充相關變數提出理論架構。並以專業社群網站「程式設計俱樂部社群」之成員為研究對象，三個月內共回收386份問卷。以參與程度高低分為高參與度以及低參與度成員，進一步了解信任承諾對於兩組成員參與行為的差異。理論模式採用結構方程式(Structural Equation Model)進行假設驗證，結果顯示「承諾―信任」模式可有效解釋社群成員的各種行為（默許行為、離去意願、討論行為及訂閱行為）。文末並提出學術貢獻與實務上的建議。[[abstract]]This study proposes a conceptual model based on Commitment-Trust theory with extended variables to examine the impact of commitment and trust on member behaviors in virtual communities. The members of Programmer Club, a representative professional community in Taiwan, were chosen to participate in the survey, and 386 usable responses were collected in three months. Two groups were divided based on usage, namely, heavy user and light user. Structural Equation Model (SEM) were used to test the model, the findings show that relationship commitment is the strongest predictor of member various behaviors (acquiescence, propensity to leave, discussion, and subscription). Implications are proposed in the final section

Understanding Participant Loyalty Intentions in Virtual Communities

[[abstract]]This study proposes a conceptual model based on expectation confirmation theory with extended antecedent variables (human assets, technical assets, and complementary assets) to examine the impact of virtual communities’ assets on member satisfaction and perception of usefulness. The members of JavaWorld@TW, a representative professional community in Taiwan, were chosen to participate in the survey, and 235 usable responses were collected in three months. Partial Least Square(PLS) regression were used to test the model, the findings show that satisfaction is the strongest predictor of revisiting, following perceived usefulness. Furthermore, higher confirmation of human assets, technical assets, and complementary assets are accompanied with higher positive satisfaction and perceived usefulness which influence the intention to revisit. We also advanced to explore the difference within groups, weak-tie members and strong-tie members were separated for further examination. The difference in the behavioral models of weak-tie and strong-tie, particularly in the revisit context, shed light on the importance of development related theories that can be applied to shape the post-use behavior of specific groups. Implications are proposed in the final section