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The impact of a sense of virtual community on online community: does online privacy concern matter?

Jihye Kim (University of Kentucky, Lexington, Kentucky, USA)
Hyung-Min Kim (Georgia State University, Atlanta, Georgia, USA)
Minseong Kim (Management and Marketing, Louisiana State University in Shreveport, Shreveport, Louisiana, USA)

Internet Research

ISSN: 1066-2243

Article publication date: 15 October 2020

Issue publication date: 10 March 2021

Abstract

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.

Keywords

Citation

Kim, J., Kim, H.-M. and Kim, M. (2021), "The impact of a sense of virtual community on online community: does online privacy concern matter?", Internet Research, Vol. 31 No. 2, pp. 519-539. https://doi.org/10.1108/INTR-01-2020-0015

Publisher

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Emerald Publishing Limited

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