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Factors affecting members' trust belief and behaviour intention in virtual communities

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In this research we investigate whether antecedent factors of participant trust and institutional trust significantly influence members' trust belief towards virtual communities. Further, we investigate how members' trust levels affect their behaviour intention. A model of factors that affect members' trust in virtual communities is constructed. We analysed 625 valid online questionnaires obtained from virtual communities related to travel, games, and computer information. The findings suggest that benefit attraction and shared value have significant positive effects on building participant trust, and monitoring has a significant positive effect on building institutional trust. Trust building influences both members' stickiness in virtual communities and their willingness to share information. This research suggests that the extent to which members trust community-based website environments significantly influences their practical behaviour in such environments.

Keywords: Institutional trust; Participant trust; Stickiness; Trust; Trust belief; Virtual communities

Document Type: Research Article


Affiliations: 1: Graduate School of Business Administration, Providence University, Taichung, Taiwan 2: Department of Marketing, Hong Kong Baptist University, Hong Kong

Publication date: 2007-05-01

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