Satisfaction with Virtual Communities of Interest: Effect on Members' Visit Frequency*
开发了一个四维度量表测量虚拟兴趣社区成员的满意度，并基于3605名成员数据分析了各维度对访问频率的影响及会员时长的调节作用。
The authors develop a four‐dimensional scale to measure members' satisfaction with virtual communities of interest (VCIs). The dimensions consist of members' satisfaction with member‐to‐member interactions, organizer‐to‐member interactions and organizer‐to‐community interactions, all of which come together on the VCI's site. Using a sample of 3605 members of a VCI, the authors investigated the effect of each satisfaction dimension on members' visit frequency, and the moderating effect of membership duration on the links between the satisfaction dimensions and visit frequency. The results reveal that satisfaction with member‐to‐member interactions, organizer‐to‐member interactions and the community's site has positive effects on members' visit frequency. Members' satisfaction with organizer‐to‐community interactions has no effect on visit frequency. The findings also show that membership duration strengthens two, and weakens one of the linkages between the satisfaction dimensions and members' visit frequency.