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- E-ISSN2586-2073
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An Empirical Analysls Approach to Investigating the Influence of Online Community Site Trust on Its Community Forum Activity
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Abstract
With the advent of social networking activity on the Internet, online community sites are becoming more popular. The main purpose of this study is to empirically investigate the influence of intermediary trust and system trust on the forum activity trust and information quality satisfaction. We assume that the intermediary trust and system trust come from the online community site itself, while the forum activity is made within a specific forum allowed on the online community site, and therefore forum activity trust and information quality satisfaction are related to a specific forum. The 591 valid questionnaire data were gathered from the users acting in forums allowed on the Samsung Economic Research Institute (SERI) (www.seri.org). The empirical results are as follows. First, the SERI intermediary trust and its system trust have positive influence on the SERI forum information quality system quality, and perceived effectiveness. Second, the SERI intermediary trust contributes to reducing the SERI forum perceived risks, while the SERI system quality does not. Third, the higher the SERI intermediary trust is, the higher the SERI forum trust and information quality satisfaction increase.
- keywords
- online community, forum, trust transfer, information quality, system quality, perceived effectiveness, perceived risk, agency theory, cognitive balance theory, 온라인 커뮤니티, 포럼, 신뢰 전이, 정보 품질, 시스템 품질, 인지효과성, 인지위험, 대리이론, 인지균형설
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