The Role of Trust, Satisfaction, and Communication in the Development of Participation in Virtual Communities

The Role of Trust, Satisfaction, and Communication in the Development of Participation in Virtual Communities

Luis V. Casaló (University of Zaragoza, Spain)
DOI: 10.4018/978-1-60960-100-3.ch114
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Abstract

The rapid growth of virtual communities has created a new interest in researchers. Indeed, understanding these communities is especially relevant because it may allow for the obtaining of valuable information (e.g. needs of particular groups of people). In this respect, this work tries to explore which factors motivate individuals to take part of a virtual community since participation is one of the most important variables for the development and sustainability of virtual communities. More specifically, we analyze the effects of trust in a community, satisfaction with previous interactions and the communication level of the members’ intentions to participate in a given virtual community. The data (obtained through an online surveys made to members of several virtual communities) show that trust in a virtual community had a positive and significant effect on members’ participation in a virtual community. In addition, we found that satisfaction with previous interactions and the level of communication in a community significantly increased the level of trust in that virtual community.

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