在過去幾十年中，虛擬社區的參與人數迅速增長。該研究旨在涵蓋斯洛伐克共和國虛擬社區參與者對該群體內積極行為意圖的問題。該調查結合了技術接受模型（TAM），該模型將最終用戶對信息技術使用的行為與實現心理因素背景的社會認同理論及其對參與者行為的影響相結合。目標是檢查影響斯洛伐克交易虛擬社區參與者的積極行為意圖的因素。研究結果表明，Web服務質量影響了斯洛伐克參與者在虛擬社區中的社會認同。其次，社會認同和網絡服務質量增強了行為意圖（eWOM的傳播，購買意圖和獲取信息的意圖）。

Virtual communities have recorder rapid growth in terms of numbers of participants throughout past few decades. This research aims to cover the issue of virtual community participants in the Slovak Republic to their positive behavioral intentions within the group. This investigation combines the technology acceptance model (TAM), which defines end-users’ behavior towards the usage of information technology with the social identity theory that implements background of psychological factors and their influence on participant’s behavior. The objective is to examine the elements affecting positive behavioral intention of the Slovak transactional virtual community participants. Research findings demonstrate that web service quality influences social identification of Slovak participants within virtual communities. Secondly that social identification and web service quality strengthens behavioral intentions (spread of eWOM, purchase intentions and intention to get information).

中文摘要	I
Abstract	I
ACKNOWLEDGEMENT	III
List of Figures	IV
List of Tables	V
Chapter 1. Introduction	1
Chapter 2. Literature review	4
2.1 Virtual Communities (VC)	4
2.2 Social identity theory	5
2.3 Technology acceptance model	7
2.4 Research framework	8
2.5 Hypothesis development	10
Chapter 3. Methodology	15
3.1. Data collection	15
3.2. Measurement	16
3.3 Measurement development	17
Chapter 4. Results and Discussion	20
4.1 Results	20
4.2 Discussion	22
Chapter 5. Implications and Limitations	25
5.1 Academic implications	25
5.2 Management Implications	25
5.3 Limitations and future research suggestions	27
References	28

List of Figures

Figure 1:User acceptance of technology model	8
Figure 2:Research framework	10




List of Tables

Table 1:Sample statistics	18
Table 2:Results of construct validity and reliability	19
Table 3:Descriptive statistics and Pearson correlation coefficients	20
Table 4:Standardized regression results for social identification.	22
Table 5:The influence of web service quality on behavioral intention	23
Table 6:The influence of social identification on behavioral intention	23
Table 7:Standardized regression results for behavioral intention	24

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