Purpose

The purpose of this study is to investigate the structural relationships between a sense of virtual community (SOVC), community satisfaction, community involvement, community commitment and alternative attractiveness in the online fan community context.

Design/methodology/approach

This study gathered and empirically analyzed data from 277 members of the online Super Junior fan community with frequency, reliability, confirmatory factor analyses and structural equation modeling (SEM) with Statistical Package for the Social Sciences (SPSS) 20.0 and AMOS 24.0.

Findings

The findings of SEM indicated that community satisfaction was significantly influenced by the four dimensions of SOVC, while community involvement was significantly affected by membership and fulfillment of needs. Also, community commitment and alternative attractiveness were significantly impacted by community satisfaction and community involvement. Lastly, privacy concern moderated the paths from influence to community satisfaction and from community satisfaction to community commitment, respectively.

Practical implications

The findings of this study should help online fan community administrators to reduce members' perception of alternative attractiveness (other fan communities) and to understand how privacy concern influences members' attitudes toward the online community.

Originality/value

In light of the findings, a greater understanding of the determinants of community commitment and alternative attractiveness along with privacy concern is critical in retaining virtual fan communities' members over the long-term.

中文翻译：

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虚拟社区感对在线社区的影响：在线隐私问题是否重要？

目的

本研究的目的是调查在线粉丝社区环境中虚拟社区感（SOVC），社区满意度，社区参与，社区承诺和替代吸引力之间的结构关系。

设计/方法/方法

这项研究使用社会科学统计软件包（SPSS）20.0和AMOS 24.0，从在线Super Junior粉丝社区的277名成员中收集了数据，并进行了频率，可靠性，确认性因子分析和结构方程模型（SEM）的经验分析。

发现

SEM的调查结果表明，社区满意度受SOVC四个维度的显着影响，而社区参与则受到成员资格和需求满足的显着影响。此外，社区的满意度和社区参与度对社区的承诺和替代吸引力产生了重大影响。最后，隐私问题分别缓和了从影响到社区满意度以及从社区满意度到社区承诺的路径。

实际影响

这项研究的结果应有助于在线粉丝社区管理员减少会员对其他吸引力（其他粉丝社区）的认识，并了解隐私问题如何影响会员对在线社区的态度。

创意/价值

根据调查结果，对社区承诺和替代吸引力的决定因素以及隐私问题的深入了解对于长期保留虚拟粉丝社区的成员至关重要。