Title Page
Contents
Abstract 8
요약 9
1. Introduction 10
2. Theoretical background and hypotheses 14
2.1. Theoretical background 14
2.2. Uses and gratification 16
2.2.1. Theory construction period 17
2.2.2. The basic consumption of uses and gratifications theory 18
2.2.3. The main spirit of uses and gratifications 20
2.3. Theory of planned behavior 26
2.4. Virtual community 30
2.5. Theoretical framework 34
2.5.1. User-focused motivation 35
2.5.2. Platform-focused factor 42
2.5.3. Continuous intention 46
3. Research Method 50
3.1. Questionnaire Survey 51
3.2. Data Analysis 53
3.2.1. Descriptive statistics 54
3.2.2. Correlation analysis 55
3.2.3. Confirmatory factor analysis (CFA) 55
3.2.4. Path analysis with latent variables (PA-LV) 56
4. Result 57
4.1. Participants 57
4.2. Analysis of measurement model 59
4.3. Structure model 65
5. Discussion and conclusion 67
6. Limitation and future research 69
References 71
Appendix 82
Appendix 1. Respondent demographics 82
Appendix 2. Descriptions of constructs 84
Appendix 3. Survey (Original version) 86
Table 1. Descriptive statistics of the participants 58
Table 2. Analysis of measurement model 62
Table 3. Pearson's correlation matrix for measurement scales 64
Table 4. Proposed model results 65
Figure 1. The Proposed Model 49
Figure 2. The Result Model 66