포털사이트에서 온라인 커뮤니티의 상호작용성, 보상, 몰입과 충성도가 구매의도에 미치는 영향

The Effect of Online Community’s Interactivity, Reward, Commitment and Loyalty on Purchase Intention in Portal Sites

&nbsp;&nbsp;This research studied the interactions of online communities, reward, commitment and loyalty to purchase intention in portal sites based on relevant theories. Data were collected from the users who had purchase experiences in potal sites to analyze the effects of interactions and loyalty.<BR>&nbsp;&nbsp;An empirical analysis regarding the hypothesized structural equation model was performed using SPSS 10.0 and PLS Graph 3.0. As the result, the interactivity of communities was found significant to commitment and loyalty, the reward of community was shown to significantly influence commitment, but not loyalty. And the commitment and loyalty of community were shown to have much effects on purchase intention. Finally, trust on portal sites were found to have an interaction effect on purchase intention.