Consumption Value and Social Capital on Sense of Virtual Community Toward Value of Co-Created Information

The proliferation of virtual community (VC) has considerably and positively influenced the disseminationofinformation,however,inwhatsensethatVCmemberswillcontributeandco-create valuetoaVCinformationneedsfurtherdiscussion.Basedontheconsumptionvalue(socialvalue, emotionalvalue,andepistemicvalue)andsocialcapital(structuralcapital,relationalcapital,and cognitivecapital)perspective,thisstudyattemptstodiscusstheevaluationofrelatedfactorsthat affect generating of members’ sense of virtual community (SOVC), in turn, enhance co-created valuetotheinformation.Moreover,extrovert/introverttypeandvirtualcommunityoriginaretaken tomeasurethemoderatingeffectofrelationshipsamongconsumptionvalues,socialvalues,SOVC, andthevalueofco-createdinformation.Atotalof403validrespondentswerecollectedfromTaiwan VCmembersandanalyzedbyusingSEMtechnique.Thestatisticalresultsdemonstratedthatsocial value,emotionalvalue,structuralcapitalandcognitivecapitalpositivelyaffectSOVC,andSOVC ispositivelyrelatedtothevalueofco-createdinformation.Moreover,offline/onlineoriginatedVC significantlymoderatedtherelationshipbetweencognitivecapitalandmembers’SOVC.Thestudy suggestedthatwebmastershouldusesuitableincentivetomotivatemembers’contributionandconduct moreactivitiesincludingdiscussion,leadingoutsomegoodidealfrommembers,whichtoincrease informationco-createdvalueinpractice. KEywORdS Consumption Value Theory, Information Value, Sense of Virtual Community, Social Capital Theory

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