The Antecedents and Consequences of Trust in Virtual Community: The Moderating Effects of Visiting Frequency

Abstract

The main goal of this study is to provide an integrative understanding of virtual community from the relationship among shared value, provider reputation, community trust, and user satisfaction and to identify the moderating effects of community visiting frequency. The findings indicate that first, shared value and provider reputation affect positively community trust. Second, shared value, provider reputation, and community trust affect positively user satisfaction. Third, community visiting frequency enhances the relationships between shared value and community trust, and provider reputation and community trust, respectively. The obtained results suggest that community trust's role should be very important to improve user satisfaction.