The effect of social capital on community loyalty in a virtual community: Test of a tripartite-process model

Authors:
Cheng-Chieh Hsiao;Jyh-Shen Chiou
Affiliations:
Department of Business Administration, National Chengchi University, No. 64, Sec. 2, Zhi-nan Road, Wenshan, Taipei 11605, Taiwan;Department of International Business, National Chengchi University, No. 64, Sec. 2, Zhi-nan Road, Wenshan, Taipei 11605, Taiwan
Venue:
Decision Support Systems
Year:
2012

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Abstract

Drawing upon social capital theory and social exchange theory, this study attempts to elaborate the effect of social capital on community loyalty in a virtual community by proposing and assessing a tripartite-process model. Online gaming communities were selected as the research context for testing the model. After collecting 347 usable responses from a globally leading Massive Multiplayer Online Game (MMOG), this study confirms that a player's social capital in an online gaming community affects his or her community loyalty through normative, relational, and utilitarian processes. The results also show that resource accessibility has a positive impact on perceived game utility, which in turn affects community loyalty. Finally, we conclude with research limitations and theoretical and managerial implications.