CAJ | 학술논문

选取274名虚拟社区用户作为实证研究对象,利用结构方程模型,从社会资本理论的角度分析了用户虚拟社区感的影响因素,进而分析了虚拟社区感对用户社区忠诚度的影响。结果表明：结构资本、认知资本和关系资本对虚拟社区感有显著的正向影响;虚拟社区感对用户的社区忠诚度有显著的正向影响。
선취274명허의사구용호작위실증연구대상,이용결구방정모형,종사회자본이론적각도분석료용호허의사구감적영향인소,진이분석료허의사구감대용호사구충성도적영향。결과표명：결구자본、인지자본화관계자본대허의사구감유현저적정향영향;허의사구감대용호적사구충성도유현저적정향영향。
Selecting 274 virtual community users as the example, this paper empirically studies the influence factors of the sense of virtual community（SOVC） based on the social capital theory,and analyzes the effects of the sense of virtual community on userrs loyalty by applying the structural equation model. The findings show as follows ： structural capital, cognitive capital and relational capital have significant positive impacts on SOVC; SOVC has a significant positive impact on user s loyalty.