Pengaruh Komunitas Daring Jaringan Sosial Sebagai Sumber Informasi Berbelanja Pakaian
This study aimed to investigate the characteristics of the components of a website to increase the commitment to an online community. As one of the purposes of research , which proves that the psychological variables affect the community as a determinant of commitment . Another goal is to examine di...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| Summary: | This study aimed to investigate the characteristics of the components of a website to
increase the commitment to an online community. As one of the purposes of research , which
proves that the psychological variables affect the community as a determinant of commitment .
Another goal is to examine directly the relationship between commitment and information search
behavior in the community . In addition, the researchers wanted to examine the moderating
effects of subjective norm in the relationship between commitment and Information Search
Behavior . This study is a replication of a previous study entitled Social Network online
communities : information sources for apparel shopping by Hira Huiju Park and Cho .
This study uses a quantitative approach ( questionnaire ) and using SPSS 20:00 as a data
processing tool . Object of this study involves the city of Yogyakarta either men or women who
have been using social networking online community at least 3 months . Researchers took
samples of 200 respondents conducted in Yogyakarta . This study describes the results of
psychological variables ( We-ness, Moral Responsibility, Shared Culture) positive influence in
determining the commitment in the social network online community . Commitment then have a
relationship or a positive influence on information search behavior . As well as the moderating
variables that influence negatife Subjective Norms in the relationship between commitment and
information search behavior . |
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