Web 2.0概念的興起使得虛擬社群的發展更為重視關係與互動，而限制訊息篇幅、強調即時性與互動性的微網誌，則成為近年廣受歡迎的新興社群服務之一。看準微網誌具備的行銷潛力，許多企業紛紛利用微網誌作為行銷宣傳管道，然而微網誌在平台特性與使用方式的多元性，讓多數企業仍在摸索如何達成有效的關係行銷。
本研究以Morgan與Hunt (1994) 提出的承諾信任理論，從關係承諾的觀點探討微網誌使用者與企業微網誌社群的承諾信任關係形成，是否影響未來持續參與的忠誠表現。研究以Plurk為對象、採用網路問卷調查法回收300份有效問卷，並利用結構方程模式（SEM）進行分析驗證。
研究結果發現，承諾與信任會顯著增加使用者對於企業微網誌社群的忠誠度，共享價值觀、溝通及投機行為會顯著影響信任形成，關係利益與信任則會顯著影響承諾形成，然而資訊品質與共享價值觀對於承諾的形成影響並不顯著。使用者的人口特性及社群使用狀況，則會使得各因素對於承諾與信任形成的影響程度，產生顯著的干擾效果。本研究結果顯示信任與承諾的建立在微網誌中亦具有重要影響力，可作為企業擬定微網誌社群行銷策略的實務建議。

With the rise of Web 2.0 concept, the development of virtual communities focuses more on the factors of relationship and interaction. Micro-blogging, the kind of community platforms that limit the length of a post and emphasize real-time and interactive features, has become popular these years. Seeing the potential of micro-blogging marketing, many businesses start to use micro-blogging as a promotional channel. With the different characteristics and multiple features of micro-blogging services, however, most businesses are still exploring how to make relationship marketing successful.
This study uses commitment-trust theory by Morgan & Hunt (1994) to investigate the building of trust and commitment between users and communities and their influence on community loyalty from the perspective of relationship commitment. An online-survey was conducted among Plurk users, and 300 valid respondents were used for data analysis by structural equation modeling (SEM).
The results indicate that commitment and trust have a significantly positive effect on loyalty. Trust is significantly influenced by shared values, communication and opportunistic behavior, and commitment is significantly influenced by relation-ship benefits and trust. Information quality and shared values, however, do not have significant impact on commitment. Furthermore, user characteristics and usage frequency have significant moderating effect on the level of causal influence. The results show the importance of trust and commitment building in micro-blogging and provide useful suggestions for micro-blogging marketing.

第一章 緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第二章 文獻探討 6
第一節　虛擬社群 6
第二節　微網誌 9
第三節　承諾信任理論 15
第四節　修正後的承諾信任理論模型 22
一、承諾與信任的形成因素 22
二、忠誠度 25
三、社群使用狀況及人口特性 27
第三章 研究方法 31
第一節　研究架構 31
第二節　研究假設 31
第三節　操作型定義與問卷題項設計 32
第四節　研究程序 34
第五節　資料分析方式 35
第四章 資料分析 37
第一節　描述性統計分析 37
第二節　測量模型分析 40
第三節　結構模型分析 47
第四節　干擾效果分群驗證 50
一、社群使用狀況的干擾效果 50
二、性別的干擾效果 53
三、年齡的干擾效果 55
四、教育程度的干擾效果 58
五、收入的干擾效果 60
第五章 研究討論 63
第一節　微網誌Plurk使用者的人口特性及使用情況 63
第二節　承諾與信任關係對忠誠度的影響 64
第三節　影響承諾與信任關係形成的因素 65
第四節　社群使用狀況與人口特性的干擾效果 67
第六章 結論與建議 71
第一節　研究結論 71
第二節　研究貢獻 72
第三節　研究限制與建議 73
參考文獻 75
中文文獻 75
英文文獻 80
附錄一　研究問卷 88
附錄二　各構面題項交叉負荷量表 92

中文文獻
工頭堅（2007年7月1日）。《部落格已死？部落格進化？─淺談Buboo與Twitter的風起雲湧》。上網日期：2010年9月18日，取自http://worker.bluecircus.net/archives/2007/07/bubootwitter.html
方盈潔（2009）。《微網誌使用行為研究：以PLURK使用者為例》。政治大學廣播電視學研究所碩士論文。
王永福、陳純德、方國定（2011）。〈咖啡店經營轉型與創新行銷－果子咖啡個案〉。《中山管理評論》，19(1): 87-111。
王宏德（2009）。〈資訊傳播與虛擬社群專題探討之二：微網誌之理念與應用〉。《全國新書資訊月刊》，128: 17-22。
王祿旺（2005）。《體驗行銷對網路書店虛擬社群影響之研究》。台北：秀威科技資訊。
王熙哲、丁耀民（2008）。〈人際關係網路對虛擬社群使用意願的影響〉。《資訊管理學報》，15(1): 53-72。
台灣網路資訊中心（2010）。《2010年台灣寬頻網路使用調查報告》。台北：財團法人台灣網路資訊中心。取自：http://www.twnic.net.tw/download/200307/1001e.pdf
台灣網路資訊中心（2011）。《2011年台灣寬頻網路使用調查報告》。台北：財團法人台灣網路資訊中心。取自：http://www.twnic.net.tw/download/200307/1101d.pdf
朱道凱譯（1998）。《網路商機：如何經營虛擬社群》，台北：麥田。（原書Hagel, J., & Armstrong, A. G. [1997]. Net Gain: Expanding Markets Through Virtual Communities. Massachusetts: Harvard Business School Publishing.）
江逸之（2009年8月）。〈網路打敗廣告 揪團力量大〉，《天下雜誌》，429: 106-116。
何宜庭（2010）。《微網誌中社會支持對社群商務及持續使用意願之研究》。中山大學資訊管理所碩士論文。
何振誠、邱張名琪、陳威助（2009）。〈從網誌到微網誌：網路社會參與型態的演變介紹〉。《資訊社會研究》，17: 1-51。
何雍慶、蔡青姿（2009）。〈運用PLS方法探討價值創新導入新產品開發之調節角色〉。《中華管理評論國際學報》，12(2): 1-24
余曉惠（2011年2月11日）。〈推特 跟Google臉書談合併〉，《經濟日報》。取自http://mag.udn.com/mag/digital/storypage.jsp?f_MAIN_ID=319&f_SUB_ID=2941&f_ART_ID=301000
呂雅雯、洪瑞雲、王耀德、侯世環、呂柏輝（2011）。〈購物網站的個人化商品資訊服務與社群設計對消費者忠誠度的影響〉。《資訊社會研究》，19: 71-100。
李全興（2011年4月21日a）。《不只品牌需要搞社群–美國線上零售商運用社群行銷的現況》。上網日期：2011年5月2日，取自http://www.inside.com.tw/2011/04/21/online_retailing_socialmarketing_2010
李全興（2011年5月1日b）。《新浪微博 vs Facebook–談社會化媒體與社交網路》。上網日期：2012年6月11日，取自http://www.inside.com.tw/2011/05/01/social_network_vs_socialmedia
李德治、童惠玲（2009）。《多變量分析：專題及論文常用的統計方法》。台北：雙葉書廊。
林俊劭（2009年6月）。〈一百四十字微網誌 成企業新利器〉，《商業周刊》，1123: 46。
林娟娟、陳文彥（2009）。〈從資訊搜尋觀點探討影響網站使用行為之因素—以體驗導向與目標導向網路活動為比較之研究〉。《資訊管理學報》，16(4): 21-48。
林書毅（2009）。《虛擬社群激勵制度與會員忠誠度之研究—以線上遊戲社群為例》。中山大學傳播管理研究所碩士論文。
邱皓政（2011）。〈當PLS遇上SEM：議題與對話〉。《αβγ量化研究學刊》，3: 20-53。
邱越（2011年4月2日）。〈分析稱日本大地震推動社交媒體創新〉。上網日期：2011年4月4日，取自http://tech.sina.com.cn/i/2011-04-02/00025362054.shtml
邱慧菁（譯）（2009）。《140字推爆全世界：今天一定要學會的推特力》，台北：三采。（原書Comm, J., & Burge, K. [2009]. Twitter Power: How To Dominate Your Market One Tweet At A Time. New Jersey: John Wiley & Sons.）
侯正裕、陳靜枝（2012）。〈「網際遷移」－以人口遷移理論探討社交網站的轉換－舉Plurk為例〉。《資訊管理學報》，19(1): 105-132
孫傳雄（2009年9月13日）。《Facebook的塗鴉牆、社團與粉絲專頁懶人包》。上網日期：2010年9月20日，取自http://www.gururu.tw/塗牆鴉-社團-粉絲專頁-懶人包.html
徐淑如、林家琪（2010）。〈線上品牌社群知覺關鍵多數、知覺價值與忠誠度之研究〉。《資訊管理學報》，17(2): 175-200
張偉豪（2011）。《SEM論文寫作不求人》。台北：鼎茂圖書。
許佩珊（2010）。《影響使用者加入企業微網誌好友之因素研究—以動機觀點》。中原大學資訊管理所碩士論文。
郭峰淵、曾智義、吳守宏（2012）。〈社會網絡科技設計賦能與社會資本研究〉。《資訊管理學報》，19(1): 51-80
郭峰淵、蔣佩真（2002年5月）。〈虛擬社群的知識分享：認知與行為間的關係〉，「第十三屆國際資訊管理學術研討會」，新北市淡水。
陳玉娥、藍曉鹿譯（2011）。《贏在社群網戰》，台北：時報。（原書Stelzner, M. A. [2011]. Launch: How To Quickly Propel Your Business Beyond The Competition. New Jersey: John Wiley & Sons.）
陳怡靜（2011年2月28日）。〈碩士生打造「掰噗」機器人　10萬噗友瘋迷〉，《自由時報》。取自http://www.libertytimes.com.tw/2011/new/feb/28/today-life10.htm
陳建州（2009）。《噗浪玩出大生意》。台北：時報。
陳啟亮（2008）。〈判斷資訊品質－知識管理與Web 2.0專題報導之三〉。《全國新書資訊月刊》，116: 24-30。
陶蓓麗、廖則竣、林政道（2004）。〈網際網路顧客關係之實證研究〉。《資訊管理學報》，11(1): 167-194
創市際市場研究顧問（2011年4月20日）。《網友使用社群網站時間較入口網站高出2小時》。取自http://www.insightxplorer.com/news/news_04_20_11.html
創市際市場研究顧問（2012年3月23日a）。《研究案例：微網誌服務小調查》。取自http://news.ixresearch.com/?p=5354
創市際市場研究顧問（2012年3月23日b）。《ARO觀察：微網誌網站使用情況》。取自http://news.ixresearch.com/?p=5346
創市際市場研究顧問（2012年3月30日c）。《2012.03 創市際月刊報告書》。取自http://news.ixresearch.com/?p=5375
黃光中、曾惠新（2009年6月）。〈電子商店與消費者購物行為之研究－以網路樂器館為例〉，「2009金融創新與科際整合學術研討會」，新竹市。
黃照貴、顏郁人（2009）。〈以關係承諾觀點探討虛擬社群不同參與程度成員之行為〉。《資訊管理學報》，16: 57-82。
溫嘉榮、朱耀明、許麗玲、楊榮宗（2009）。〈由科技接受理論看網路學習社群創新擴散因素〉。《全國新書資訊月刊》，26(7): 17-22。
萬金生、楊景雍（2002）。〈網際網路虛擬社群的研究：以喜市（SeedCity）論壇中「旅遊」與「美食」討論區為研究對象〉。《旅遊管理研究》，2(2): 67-78。
劉岳涓（2010）。《互動性功能對社群網站網友忠誠度之影響》。中山大學傳播管理研究所碩士論文。
劉威麟（2009年6月29日）。《麥可傑克森掀起線上即時新聞省思，原來TMZ的獨家報導來自x17online》。上網日期：2010年3月20日，取自http://mr6.cc/?p=3248
蔡至欣、賴玲玲（2011）。〈虛擬社群的資訊分享行為〉。《圖書資訊學刊》，9(1): 161-196。
蔡坤宏、謝昇紘（2005）。〈「信任-關係承諾」理論之實證研究－以海運承攬運送業為例〉。《行銷評論》，2(3): pp. 277-312。
鄭光甫（2010）。《微網誌使用者與使用行為研究》。臺東大學教育所碩士論文。
鄭君仲（2009年6月27日）。〈麥可傑克森病逝消息　展現Web 2.0傳播力量〉，《數位時代網》。上網日期：2010年3月23日，取自http://www.bnext.com.tw/article/view/cid/0/id/2021
蕭宇辰（2010）。《從微網誌行銷探討噗浪客需求、互動性、企業形象之相關性－以瘋狂賣客為例》。世新大學資訊傳播所碩士論文。
賴正育、楊亨利（2012）。〈微網誌使用的需求動機及其影響〉。《資訊管理學報》，19(1): 81-103
羅之盈（2009年7月）。〈微網誌行銷術—Twitter、Plurk、嘀咕，一百四十字的魔力〉，《數位時代》，182: 41-49。

英文文獻
Achrol, R. S. (1991). Evolution of the marketing organization: New forms for turbulent environments. Journal of Marketing, 55(4), 77-93.
Adler, R. P., & Christopher, A. J. (1998). Internet community primer: Overview and bussiness opportunities. Retrieved April 10, 2012, from http://www.digitalplaces.biz/pages/printable_html.html
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, New Jersey: Prentice-Hall.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34. doi: 10.1509/jmkg.69.3.19.66363
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123-138. doi: 10.1002/mar.10063
André, P., Bernstein, M. S., & Luther, K. (2012). Who gives a tweet? evaluating microblog content value. Paper presented at the the ACM 2012 conference on Computer Supported Cooperative Work, Seattle, Washington, USA.
Assael, H. (1987). Consumer behavior and marketing action. Boston: PWS-Kent.
Böhringer, M., & Richter, A. (2009). Adopting enterprise 2.0: A case study on microblogging. Paper presented at the the 9th Mensch & Computer conference, Berlin, Germany.
Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5(3), 103-138.
Barnes, S. J., & Böhringer, M. (2009, June 08-10). Continuance usage intention in microblogging services: The case of Twitter. Paper presented at the 17th European Conference on Information Systems, Verona, Italy.
Barnes, S. J., & Böhringer, M. (2011). Modeling use continuance behavior in microblogging services: The case of twitter. Journal of Computer Information Systems, 51(4), 1-10.
Bateman, P. J., Gray, P. H., & Bulter, B. S. (2006). Community commitment: How affect, obligation, and necessity drive online behaviors. Paper presented at the Twenty-Seventh International Conference on Information Systems, Milwaukee.
Berry, L. L. (1993). Playing fair in retailing. Arthur Andersen Retailing Issues Newsletter, 5, 2.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137. doi: 10.1177/0092070300281012
Berry, L. L., & Parasuraman, A. (1991). Marketing services: Competing through quality. New York: The Free Press.
Best, S. J., & Krueger, B. S. (2006). Online interactions and social capital: Distinguishing between new and existing ties. Social Science Computer Review, 24(4), 395-410. doi: 10.1177/0894439306286855
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. doi: 10.1111/j.1083-6101.2007.00393.x
Bulter, T., & Murphy, C. (2005, May 26-28). Integrating dynamic capability and commitment theory for research on IT capabilities and resources. Paper presented at the 13th European Conference on Information Systems, Regensburg, Germany.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30(4), 357-367. doi: 10.1016/j.ijinfomgt.2010.01.004
Casaló, L. V., Flavián, C., & Guinalíu, M. (2011). The generation of trust in the online services and procuct distribution: The case of Spanish electronic commerce. Journal of Electronic Commerce Research, 12(3), 199-213.
Chang, A.-M., Kannan, P. K., & Whinston, A. B. (1999). Electronic communities as intermediaries: The issues and economics. Paper presented at the Proceedings of the Thirty-second Annual Hawaii International Conference on System Sciences, Volume 5, Maui, Hawaii.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chin, W. W. (1998). Commentary: Issues and Opinion on Structural Equation Modeling. MIS Quarterly, 22(1), 7-16.
Chiu, C.-M., Hsu, M.-H., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888. doi: 10.1016/j.dss.2006.04.001
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003.
DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, 3(1), 60-95. doi: 10.1287/isre.3.1.60
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. doi: 10.1177/0092070394222001
Ebner, M. (2009). Introducing live microblogging: How single presentations can be enhanced by the mass. Journal of Research in Innovative Teaching (JRIT), 2(1), 91-100.
eMarketer. (2010). Are Twitter followers better than Facebook fans? Retrieved September 21, 2010, from http://www.emarketer.com/Article.aspx?R=1007928
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Akron, Ohio: University of Akron Press.
Fang, Y.-H., & Chiu, C.-M. (2010). In justice we trust: Exploring knowledge-sharing continuance intentions in virtual communities of practice. Computers In Human Behavior, 26(2), 235-246. doi: 10.1016/j.chb.2009.09.005
Fernback, J. (1999). There is a there there: Notes toward a definition of cybercommunity. In S. Jones (Ed.), Doing Internet research: Critical issues and methods for examining the Net (pp. 203-220). Thousand Oaks, CA: Sage Publications.
Fernback, J., & Thompson, B. (1995, May). Computer-mediated communication and the American collectivity: The dimensions of community within cyberspace. Paper presented at the International Communication Association, Albuquerque, New Mexico.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Günther, O., Krasnova, H., Riehle, D., & Schöndienst, V. (2009). Modeling microblogging adoption in the enterprise. Paper presented at the 15th Americas Conference on Information Systems, San Francisco, California.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Inexperience and experience with online stores: The importance of TAM and trust. IEEE Transcations On Engineering Management, 50(3), 307-321.
Goodhue, D., Lewis, W., & Thompson, R. (2007). Statistical Power in Analyzing Interaction Effects: Questioning the Advantage of PLS with Product Indicators. Information Systems Research, 18(2), 211-227. doi: 10.1287/isre.1070.0123
Griffin, J. (1996). The internet's expanding role in building customer loyalty. Direct Marketing, 59(7), 50-53.
Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49.
Hagel, J., & Armstrong, A. G. (1997). Net gain: Expanding markets through virtual communities. The McKinsey Quarterly(1), 140-153.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2005). Multivariate Data Analysis (6th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Hanson, W. A., & Kalyanam, K. (2006). Internet marketing & e-commerce (Student ed.). Mason, OH: Thomson/South-Western.
Hartwick, J., & Barki, H. (1994). Explaining the role of user participation in information system use. Management Science, 40(4), 440-465.
Heil, B., & Piskorski, M. (2009, June 1). New Twitter research: Men follow men and nobody tweets. HBR Blog Network. Retrieved March 3, 2012, from http://blogs.harvardbusiness.org/cs/2009/06/new_twitter_research_men_follo.html
Hsu, C.-L., Liu, C.-C., & Lee, Y.-D. (2010). Effect of commitment and trust towards micro-blogs on consumer behavioral intention: A relationship marketing perspective. International Journal of Electronic Business Management, 8(4), 292-303.
Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80. doi: 10.2753/jec1086-4415120304
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169-2188. doi: 10.1002/asi.21149
Java, A., Song, X., Finin, T., & Tseng, B. (2007, August 12). Why we Twitter: Understanding microblogging usage and communities. Paper presented at the Joint 9th WEBKDD and 1st SNA-KDD Workshop, San Jose, California, USA.
Javalgi, R. G., & Moberg, C. R. (1997). Service loyalty: implications for service providers. The Journal of Services Marketing, 11(3), 165-179. doi: 10.1108/08876049710168663
Jones, S. G. (1995). Understanding community in the information age. In S. G. Jones (Ed.), Cybersociety: Computer-mediated Communication and Community (pp. 10-35). Thousand Oaks, CA: Sage Publications.
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customer defect? Harvard Business Review, 73(6), 88-99.
Kang, I., Lee, K. C., Lee, S., & Choi, J. (2007). Investigation of online community voluntary behavior using cognitive map. Computers in Human Behavior, 23(1), 111-126. doi: 10.1016/j.chb.2004.03.039
Keil, M., Tan, B. C. Y., Wei, K.-K., Saarinen, T., Tuuainen, V., & Wassenaar, A. (2000). A cross-cultural study on escalation of commitment behavior in software projects. MIS Quarterly, 24(2), 299-325.
Knight, S.-A. K., & Burn, J. (2005). Developing a framework for assessing information quality on the World Wide Web. Informing Science Journal, 8(5), 159-172.
Koh, J., & Kim, Y. G. (2004). Knowledge sharing in virtual communities: An e-business perspective. Expert Systems with Applications, 26(2), 155-166. doi: 10.1016/s0957-4174(03)00116-7
Lau, G. T., & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370. doi: 10.1023/a:1009886520142
Li, D., Browne, G. J., & Wetherbe, J. C. (2006). Why do internet users stick with a specific web site? A relationship perspective. International Journal of Electronic Commerce, 10(4), 105-141.
Lin, J. C.-C., & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20(3), 197-208. doi: 10.1016/s0268-4012(00)00005-0
Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research and Applications, 9(4), 346-360. doi: 10.1016/j.elerap.2009.07.003
McDonald, G. W. (1981). Structural exchange and marital interaction. Journal of Marriage and Family, 43(4), 825-839.
McFedries, P. (2007). Technically Speaking: All a-Twitter. IEEE Spectrum, 44(10), 84.
McKinney, V., Yoon, K., & Zahedi, F. M. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315. doi: 10.1287/isre.13.3.296.76
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. doi: 10.2307/1252308
Morris, M. G., & Venkatesh, V. (2000). Age differences in technology adoption decisions: Implications for a changing work force. Personnel Psychology, 53(2), 375-403. doi: 10.1111/j.1744-6570.2000.tb00206.x
Morris, M. R., Counts, S., Roseway, A., Hoff, A., & Schwarz, J. (2012). Tweeting is believing? understanding microblog credibility perceptions. Paper presented at the the ACM 2012 conference on Computer Supported Cooperative Work, Seattle, Washington, USA.
Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173-1202. doi: 10.1108/03090560710773390
Muniz, A. M., & O'Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432. doi: 10.1086/319618
O'Reilly, T. (2005). What is web 2.0. Retrieved May 1, 2010, from http://tim.oreilly.com/news/2005/09/30/what-is-web-20.html
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. New York: Haper Perennial.
Riemer, K., & Richter, A. (2010). Tweet inside: Microblogging in a corporate context. Paper presented at the 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society, Bled, Slovenia.
Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual communities and society: Toward an integrative three phase model. International Journal of Information Management, 17(4), 261-270. doi: 10.1016/S0268-4012(97)00004-2
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35. doi: 10.1108/03090569310043179
Shankar, V., Urban, G. L., & Sultan, F. (2002). Online trust: A stakeholder perspective, concepts, implications, and future directions. Journal of Strategic Information Systems, 11(3-4), 325-344. doi: 10.1016/S0963-8687(02)00022-7
Shuler, L. (2004, January 29). Experiential marketing survey: new consumer research, from http://web.archive.org/web/20040501051435/http://www.jackmorton.com/EMS/whitePaper/EMS_Jan2004.pdf
Smith, E. R. (2001). Seven steps to building e-loyalty. Medical Marketing and Media, 36(3), 94-102.
Song, J., & Zahedi, F. (2001, December 16-19). Web design In e-commerce: A theory and empirical analysis. Paper presented at the International Conference on Information Systems, ICIS 2001, New Orleans, Louisiana, USA.
Spaulding, T. J. (2010). How can virtual communities create value for business? Electronic Commerce Research and Applications, 9(1), 38-49. doi: 10.1016/j.elerap.2009.07.004
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50. doi: 10.1016/S0022-4359(01)00065-3
Storbacka, K., Strandvik, T., & Gronroos, C. (1994). Managing customer relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management, 5(5), 21-38.
Taylor, C. (2011, September 9). Twitter has 100 million active users. Retrieved February 28, 2012, from http://mashable.com/2011/09/08/twitter-has-100-million-active-users/
Vatanasombut, B., Igbaria, M., Stylianou, A. C., & Rodgers, W. (2008). Information systems continuance intention of web-based applications customers: The case of online banking. Information & Management, 45(7), 419-428. doi: 10.1016/j.im.2008.03.005
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
Venkatesh, V., & Morris, M. G. (2000). Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior. MIS Quarterly, 24(1), 115-139.
Venkatesh, V., Morris, M. G., & Ackerman, P. L. (2000). A longitudinal field Investigation of gender differences in individual technology adoption decision-making processes. Organizational Behavior and Human Decision Processes, 83(1), 33-60. doi: 10.1006/obhd.2000.2896
Venkatesh, V., Morris, M. G., Gordon, B. D., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Wang, Y., Yu, Q., & Fesenmaier, D. R. (2002). Defining the virtual tourist community: Implications for tourism marketing. Tourism Management, 23(4), 407-417. doi: 10.1016/S0261-5177(01)00093-0
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences Of Service Quality. Journal of Marketing, 60(2), 31-46. doi: 10.2307/1251929
Zhao, D., & Rosson, M. B. (2009). How and why people Twitter: The role that micro-blogging plays in informal communication at work. Paper presented at the Proceedings of the ACM 2009 international conference on Supporting group work, Sanibel Island, Florida, USA.