Antecedents of an experienced sense of virtual community

Sense of virtual community (SOVC) reflects the feeling that individual members have of belonging to an online social group. Yet there is a lack of investigation focusing on its individual-level antecedents. We argue that in order to enhance understanding of how SOVC develops we first need to distinguish between the individual expectations, actions, and the resulting community-related feelings. Drawing upon the uses and gratifications approach, we explore the community members’ expected benefits, their linkages with different types of community participation and consequently with the experienced SOVC. We tested the hypotheses on a sample of 395 members of a virtual community hosted by a Finnish business newspaper. The findings suggest that both forms of participation – reading and posting messages – have a positive impact on SOVC, but the expected benefits differ. Participation by reading messages is mainly driven by the expectation of cognitive benefits, while posting messages seems to be largely driven by the anticipation of both social and personal integrative benefits. Our study contributes by providing a refined SOVC conceptualization and operationalization for virtual-community research, and by opening up the individual-level actions that build up a sense of virtual community.     

Motivations in virtual health communities and their relationship to community,connectedness and stress

This study explores the relationships between motivations for joining virtual health communities, online behaviors, and psycho-social outcomes. A sample of 144 women from two virtual health communities focusing on infertility completed survey measures assessing motivations, posting and receiving support, connectedness, community, and stress. Our results indicate that socio-emotional support motivations for joining the community were associated with posting support within the virtual community, while informational motivations were related to receiving support. Further, receiving support was associated with greater sense of virtual community as well as more general feelings of connectedness, which was related to less stress. Implications for virtual health community research are discussed.     

Effects of review spam in a firm-initiated virtual brand community: Evidence from smartphone customers

Previous studies of spam focus on how to develop effective and efficient algorithms and technologies to monitor, identify, and filter spam to minimize its negative consequences. Few studies have examined the social and psychological impacts of spam on social media users and participants of virtual brand communities (VBCs). This paper develops and tests a research model to explain the mechanism of how review spam influences customer participation in VBCs. We collected both objective data and subjective data from smartphone users in China. We also developed a measure of review spam using objective data. We found that hyper review had positive effects on membership and influence (two dimensions of sense of virtual communities (SOVC)), while the effects of defaming review on membership and influence were negative. Neither hyper view nor defaming review impacted immersion (the third dimension of SOVC). Further, non-review had negative effects on all three dimensions of SOVC that positively influenced future customer participation.     

Sense of virtual community: A follow up on its measurement

Understanding the dynamics of virtual communities has become an important issue for research. One concept that explains the participation in online communities is a sense of virtual community (SOVC), which is based on the offline equivalent sense of community (SOC) and describes a “spirit of belonging together”. Although these two concepts are similar, their measurement is problematic. Inspired by earlier studies, which investigated whether traditional SOC measures are appropriate for measuring SOVC, we adopted the SOC index 2 (SCI2) recently developed by Chavis et al. in a virtual setting. Our aim was to determine whether the refined SOC measurement is more suitable for virtual communities than their forerunners. We tested the SCI2 in a popular German community on 312 respondents. Our results showed that a thorough measure of SOVC still needs further refinement. We also discuss possibilities for improvement.     

Effects of technical and social design on virtual community identification: a comparison approach

We investigated how virtual community (VC) design, both technical and social decisions adopted by VC management teams, might affect the development of members’ identification with the VC. Adopting a comparison approach developed in studying formal organisational identification, we develop the research model explaining the effects of VC design on VC identification. A survey study involving 412 members from seven VCs revealed that identified VC design factors (community presentation and community empowerment) have significant impacts on identification by making the perceived VC identities attractive. We concluded with a discussion of the key managerial and research implications of our findings.     

Knowledge sharing behaviors in e-learning community: Exploring the role of academic self-efficacy and sense of community

The purpose of this study was to explore the structural relationships between knowledge sharing behaviors (KSB), academic self-efficacy (ASE) and sense of community (SoC) of university students in e-learning community. The study was carried out with students who joined Facebook learning community that was created for the Computing I course which was taught with blended learning method. Data were collected from 316 university students by utilizing three self-report instruments: KSB scale, ASE scale (sub-scales: ‘social status’, ‘cognitive applications’ and ‘technical skills’) and classroom community (CC) scale (sub-scales: ‘connectedness’ and ‘learning’). The path analyses with structural equation modeling (SEM) further verified that students’ KSB were related to their ASE and SoC in e-learning community. The results of the study revealed that the ASE and SoC of the students positively affect their KSB. And in terms of sub-scales, the connectedness to the community, learning perception in the community, the self-efficacy of the students on the cognitive applications in the courses and their social status in the community positively affect KSB. However, students’ self-efficacy perceptions on their technical skills affect KSB positively but its affect size was smaller compared to other sub-scales. Further research studies and implications are presented and discussed.     

Sustainable virtual communities: suggestions from the colonial model

While virtual community research has contributed to the understanding of the virtual community sustainability, a need for a systematic model exists. In this paper, we propose a model of sustainable virtual communities based on the sustainability properties of animal colonies in nature. The premise of our model is that if we manage to replicate the sustainability properties of colonial systems in virtual communities, they can become longer lasting. We also present the results of an exploratory case study. The study shows that colonial properties form a construct that predicts member perceptions of their community being sustainable. While our primary objective is the conceptual introduction of the colonial principles of sustainability, the case study provides some early indications that these principles may help design systems that can bind virtual communities more permanently.

Characteristics and usage patterns of older people in a 3D online multi-user virtual environment

3D online multi-user virtual environments (MUVEs) have a lot of potential in supporting older people in their daily lives, yet little research has been conducted to explore how older people engage with this type of technology. This paper aims to investigate the characteristics, user groups and activity patterns (particularly social networks and gift giving behaviour) of older users within a 3D online multi-user virtual environment. Data from approximately 5000 online user profiles of older and younger users from a 3D MUVE, namely IMVU, was collected for analysis. Overall, we identified several distinct patterns of use (e.g. size of social ties, level of reciprocity, etc.) among older users when compared with younger users. We also found that despite the capabilities of 3D MUVEs to provide the users immersion in alternative realities, a feature well embraced by younger users in this study, older users seemed more interested in activities which serve as an extension to their physical life.     

Exploring the linkages between perceived information accessibility and microblog stickiness: The moderating role of a sense of community

In the context of the exponential increase of information in society, this study examines the relationship between perceived information accessibility and microblog stickiness. The results indicate an inverted U-shaped relationship between perceived information accessibility and stickiness. To determine how to avoid the information overload that can compromise the stickiness of the microblog site, this study examines the moderating effects of sense of community. The inverted U-shaped relationship becomes linear as levels of sense of community increase. The results suggest microblog service providers can increase the sense of community in order to reduce the negative impact of information overload on stickiness.     

Social influence process in the acceptance of a virtual community service

This study investigates the effect of subjective norms, tendency to social comparison, and social identity on behavioral intention to use an Avatar service. Use of a virtual community service can be regarded as social behavior or a behavior affected by social factors. This study relies on the link between subjective norms and behavioral intention in the theory of reasoned action, social identity theory, and social comparison literature. The proposed model was tested using survey data with the results lending support for the proposed model. The implications from this study are expected to contribute to the literature by shedding light on the social influence process in two ways. First, this study unveils how social factors including subjective norms, social identity, and tendency to social comparison affect behavioral intention to use a specific service from virtual communities. Second, this study will aid managers and academics to further understand the social nature of customer behavior with regard to using virtual community services and thus provide insight for the development of technology driven e-commerce. Jaeki Song is Assistant Professor of Information Systems and Quantitative Sciences at the Rawls College of Business Administration at Texas Tech University. His research interests include electronic commerce, web design, information systems strategy, and technology adoption. His work has appeared in Management Science, IEEE Transactions on Professional Communication, Information & Management, and International Journal of Information Management. He also has published book chapters on Global Information Technologies and Electronic Commerce. Yong Jin Kim is Assistant Professor of Management Information Systems at the School of Management at the State University of New York at Binghamton. He holds a Ph.D. in MIS from the State University of New York at Buffalo. He has 10 year industry experience. His research interests are in knowledge management, technological innovation, IS success, e-business, and information technology valuation. He has published papers in outlets such as MIS Quarterly, Communications of the ACM, Decision Support Systems, International Journal of Information Management, JITTA, and Knowledge and Process Management. He also has published book chapters on IS Success and e-learning.     

India network-the first case study of a virtual community

In this paper, we describe the historical development of a virtual community of Asian Indians and how the Internet helped create such a network. The Indian Network is the oldest e-mail network serving the Asian Indian community around the world. Although it is physically located in the United States, it serves members in more than 75 countries, providing them with news, information and advice. A detailed discussion on problems and issues in establishing an Internet-based network is provided in the paper. In addition, the advantages of the Internet in building a virtual community of immigrant populations separated by thousands of miles physically, but just an e-mail away are outlined. This paper will be of use to those interested in developing community networks for other communities. It will also help experts in computer science and information technology develop software tools to meet the challenges in aiding development of virtual communities. Another important contribution of these specialized lists is our ability to reach the community for research purposes which otherwise would be impossible. The credit card usage study and membership survey results are discussed towards the end of the paper.     

The mechanism through which members with reconstructed identities become satisfied with a social network community: A contingency model

This study investigates members’ satisfaction with interest-based social network communities from an identity-reconstruction perspective. Drawing upon the self-discrepancy theory and the regulatory focus theory, we theoretically modeled the factors (relating to identity reconstruction) that influence members’ satisfaction with social network communities and further investigated whether these influences on satisfaction are contingent upon how much the virtual identity is reconstructed. Data (n = 1063) were collected from six interest-based social network communities. Results support most main effects and further support two moderating effects. The effect of bridging social capital on satisfaction and the effect of privacy concern on satisfaction are contingent upon identity reconstruction.     

一种虚拟社区信任机制模型的构建方法

虚拟社区是网络社会化的重要产物,在众多网络应用中发展极为迅速.虚拟社区以现实社区为原型,社区成员间的交互行为很大程度上依赖于信任关系,稳定良好的信任环境对于虚拟社区的健康发展十分重要.通过分析虚拟社区的特性,结合现有实现机制的相关经验,在课题信任模型研究的基础上提出了一种基于结构化P2P网络环境的虚拟社区的信任模型构建方法.通过分析现实社会社区与虚拟社区的层次关系和映射关系,结合结构化P2P网络环境的特点和优势,使得社区构建更为真实合理,从而有效地提高了虚拟社区的运作性能.     

The immersive impact of meta-media in a virtual world

With the increasing importance of virtual settings, we observe a complexification of the media used by members of the virtual communities. Using as the model the Star Wars Role-Play community of the virtual environment of Second Life, and a related news-styled blog, the “Galactic News Network”, we analysed here the impact of this media complexification on immersion process. Specifically, we analysed how meta-media can act on virtual community behavior, and on the immersive potential of the virtual world. We combined “out-of-world” analysis of the blog, and “in-world” qualitative and quantitative evaluation of meta-media-related social activities. Our results demonstrate that meta-media strongly contribute to reinforce the immersive potential of the virtual setting via several mechanisms: by increasing three parameters of the virtual world (cohesion, coherence, and commitment), by increasing the social density of the virtual community, and by acting on the perceived time factor. The combined “in-world” and “out-of-world” action of the meta-media increases the possibilities of inter-individual connections. The combination of 2D asynchronous media and 3D instantaneous virtual settings in a homogeneous and coherent immersive environment reinforces the immersive potential of the virtual world. Thus, meta-media seem to be a factor of long-term stabilization of social structures in virtual environments.     

虚拟知识社区的综合访问控制模型研究

为了防止非法社区成员进入社区和合法社区成员对知识社区知识资源的非法使用,构建了由用户资质、社区知识资源和综合控制策略等组成的虚拟知识社区的综合访问控制模型.利用基于属性的访问控制思想,从用户角色、用户综合信誉、用户拥有的知识货币量以及知识单价,知识交易量、知识满意度等侧面建立用户资质和社区知识资源模型,依据该模型,利用决策表,表达了虚拟知识社区的综合访问控制策略.结合案例比较结果表明了综合访问控制模型的可行和策略的有效性.     

Mapping virtual communities by their visual productions: The example of the Second Life Steampunk community

In the digital age, the identities and structures of virtual communities develop outside the traditional definitions of geography and physical constraints. Among the best models to study the identification process in virtual communities are the communities of fans of imaginary universes. Steampunk—neo-Victorian fiction with a science fiction twist—has for instance given rise to a large community, which is very active both in real life and in virtual spaces, for instance in the online 3D immersive platform Second Life. By collecting and analysing hundreds of visual artifacts generated by members of the steampunk community of Second Life, we found a repertoire of visual and lexical characteristics with which to identify the community. In addition, examining the characteristics displayed by visual productions from other communities allowed us to map relationships between different communities based on their aesthetics. This data suggests that the quantification of visual clues points out to interlocking relationships between different community aesthetics, forming a network where differences are visible, but fluidity still dominates. Furthermore, our results could serve as a model to study how communities in different media (immersive universes, games, social media based on visual materials such as Pinterest or Instagram) generate their own visual identity.     

Examining knowledge contribution from the perspective of an online identity in blogging communities

Knowledge contribution is one of the essential factors behind the success of blogging communities (BCs). This research studies knowledge contribution behavior in a BC from the perspective of knowledge contributors and their characteristics using the lens of social identity theory. Social identity theory asserts that individuals are fundamentally motivated to present or communicate their identities in everyday social life through behavior. A similar line of reasoning can be used to argue that members of a BC would also be motivated to communicate their online identities through their behavior, that is, through knowledge contribution in the BC. Specifically, this study conceptualized the online identity and examined the effects of its personal (online kindness, online social skills, and online creativity) and social aspects (BC involvement) on knowledge contribution. The data was collected using an online survey from the members of Cyworld, a popular BC in South Korea and a few other countries (members from South Korea were included in this study). The results indicate that both the personal and social aspects of online identity and their interactions significantly influenced knowledge contribution. Based on the findings, this study offers suggestions to organizers of BCs to enhance the knowledge contribution from their members.     

Knowledge contribution in virtual communities: accounting for multiple dimensions of social presence through social identity

Integrating social presence theory and social identity theory, this study brings system design and social influence aspects together to explain their joint effects on knowledge contribution in virtual communities (VCs). Different from most prior information systems (IS) research that adopts a uni-dimensional approach and restricts social presence to be the subjective nature of media, we developed and empirically tested a model explaining the effects of multi-dimensional social presence on social identification processes and knowledge contribution. An online survey was conducted with four different VCs of interest. The results showed the difference in relative contribution of social presence dimensions on social identity as well as knowledge contribution. Both practical and theoretical implications are discussed.     

Components of human experience in virtual environments

Framework is presented for measuring human experience in virtual environment (VE). Human experience is defined as the content of direct observation or participation in an event. Both psychological and emotional properties are integrated into this ongoing person–environment interaction to give an experience meaning and value and to enhance its quality and intensity. The sense of presence, i.e., being in the VE is in the center of psychological study of a human experience in VEs. The ‘Big three’ structure of physical presence consists of perceptual, attentional and cognitive components. However, it is considered to ignore, e.g., emotional and ecological aspects in developing a holistic human experience. In this study, components of physical presence are integrated with three different measures of interaction and a set of motivational and cognitive-affective components. These components are integral in the theory of optimal experience, i.e., flow, which has been studied in various human activities. The results show, how these different experiential components relate each other in VE. It is also shown how common patterns can be found from various experiences and profiled to better understand human–computer interaction.     

Constructing social systems through computer-mediated communication

The question of whether computer-mediated communication can support the formation of genuine social systems is addressed in this paper. Our hypothesis, that technology creates new forms of social systems beyond real-life milieus, includes the idea that the technology itself may influence how social binding emerges within online environments. In real-life communities, a precondition for social coherence is the existence of social conventions. By observing interaction in virtual environments, we found the use of a range of social conventions. These results were analysed to determine how the use and emergence of conventions might be influenced by the technology. One factor contributing to the coherence of online social systems, but not the only one, appears to be the degree of social presence mediated by the technology. We suggest that social systems can emerge by computer-mediated communication and are shaped by the media of the specific environment.