Affective satisfaction in online communication.

• Main Authors: Chew, Angela Boon Fong., Ng, Pei Shan., Tan, Yeok Hui.
• Other Authors: Sangwan, Sunanda
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/10042
• Institution: Nanyang Technological University

This research aims to identify the Determinants of a Sense of Virtual Community (SOVC) by extending into a virtual context. The principles of SOVC are based on the theory of a Sense of Community originally developed in 1976 and subsequently established by McMillan and Chavis [1986]. We demonstrate its empirical strength as a theory and develop constructs for SOVC from the users’ perspective in order to understand why do people participate in virtual communities. Subsequently, we revise our scale and further develop a Questionaire for further research work.