臺灣博碩士論文加值系統

The growth of YouTube.com, MySpace.com and SecondLife, are part of a trend that consumers seek to partake in communities with increasingly real virtual simulations of actual social environments. Within this context, consumption takes on social meaning and is mostly wrapped in the excuse of self-expression within these virtual social spaces. What constitutes marketing relevant behavior in these social spaces is a dominant issue for consumer behavior in the future, as this is where consumers will increasingly act out their lives. Based on cultural composition of virtual communities, ethnographic-based approaches are warranted to better yield understanding of the meanings that are common to a particular community. Nevertheless, there is no existing theory that adopts this way to addresses the consumer behavior in a virtual space of real simulation.
This research focuses on the creation of a live video virtual social space where users can freely enter and utilize the space, and application of grounded theory and NVIVO software to uncover marketing relevant behavior. As a result, thirty-four types of consumer behavior are constructed and divided into four categories: egocasting, non-verbal behavior, relational pattern, and participation behavior. Next, the technique of social network analysis and the UCINET software package help define groups of consumers and understand their behavioral differences within this virtual space, resulting in a bridge group and core group that exhibit high levels of various types of behaviors than the peripheral or isolated groups. Results are significant for consumer behavior theory development within the context of the emerging online virtual citizen.

TABLE OF CONTENTS
ACKNOWLEDGEMENTS i
ABSTRACT ii
TABLE OF CONTENTS iii
LISTS OF TABLES v
LIST OF FIGURES vi
CHAPTERІ INTRODUCTION 1
1.1 Research Background 1
1.2 Research Purpose 2
1.3 Research Framework 4
CHAPTERⅡ LITERATURE REVIEW 6
2.1 Marketing and Virtual Communities 7
2.2 The Concept of Virtual Community 9
2.3 Technology Aspects of Virtual Community 12
2.3.1 Bulletin Board System (BBS) 13
2.3.2 IRC 14
2.3.3 Email 15
2.3.4 Virtual World 16
2.3.5 Videoconferencing 17
2.4 Social Aspects of Virtual Community 18
2.4.1 Computer Mediated Communication (CMC) 18
2.4.2 Social Network and Small Group 21
2.4.3 Causes of Social Interaction in Virtual Communities 24
CHAPTER Ⅲ METHODOLOGY 36
3.1 The First Stage: Virtual Social Space Design and Implementation 37
3.1.1 Virtual Social Space Construction 38
3.1.2 User Testing 40
3.2 The Second Stage: Grounded Theory Construction 41
3.2.1 Draw and Recording 42
3.2.2 Motion Analysis, Transcription and NVIVO Analysis 42
3.2.3 Theory Construction and Validity Testing 43
3.2.4 Grounded Theory 44
3.3 The Third Stage: Social Network Analysis 45
3.3.1 Data Collection: Relationship Matrix Establishment 47
3.3.2 Define Subgroups: UCINET, NETDRAW, and NVIVO Analysis 47
3.3.3 Behavioral Difference Analysis of Subgroups and Validity Testing 51
CHAPTER IV RESULTS AND DISCUSSION 53
4.1 Pre-test Results 53
4.2 Categories of Consumer Behavior 57
4.2.1 Egocasting 57
4.2.2 Relational Patterns 63
4.2.3 Non-Verbal Behavior 67
4.2.4 Participation Behavior 72
4.3 Results of Social Network Analysis 76
4.3.1 Subgroups Analysis 76
4.3.2 Behavioral Difference Analysis of the Subgroups 83
CHAPTER V CONCLUSIONS 88
5.1 Discussion 88
5.2 Marketing Implications 93
5.3 Limitation and Future Research 96
REFERENCES 97
APPENDICES 108
Appendix 1. Self-disclosure Frequency 108
Appendix 2. Non-verbal Behavior Frequency 113
Appendix 3. Relational Patterns Frequency 118
Appendix 4. Participation Behavior Frequency 123


LISTS OF TABLES
Table 1. Definitions of Virtual Communities 10
Table 2. Types of Virtual Communities 13
Table 3. A Conceptual Framework for Causes of Social Interaction in VC 24
Table 4. The Statistics of Observing Data 53
Table 5. The Data of Participants 53
Table 6. The Selective Observation of Egocasting 58
Table 7. The Coding Statistics of Egocasting 62
Table 8. The Selective Observation of Relational Patterns 64
Table 9. The Coding Statistics of Relational Patterns 66
Table 10. The Selective Observation of Nonverbal Behavior 68
Table 11. The Coding Statistics of Nonverbal Behavior 71
Table 12. The Selective Observation of Participation Behavior 72
Table 13. The Coding Statistics of Participation Behavior 74
Table 14. Cliques Analysis 77
Table 15. Two-Mode Core-Periphery Analysis 77
Table 16. Blocks and Cutpoints Analysis 77
Table 17. Subgroup Analysis 80
Table 18. One-way ANOVA Analysis for Average Daily Behaviors 85


LIST OF FIGURES
Figure 1. Research Gap 4
Figure 2. Research Flow 5
Figure 3. IRC Interface Examples 15
Figure 4. Second Life Online Virtual World 16
Figure 5. Example of Video Conferencing 17
Figure 6. Research Stage 37
Figure 7. Virtual Social Space Programming and Implementation Stage 38
Figure 8.Architecture of Virtual Social Space on Clients and Servers 39
Figure 9. Preliminary Virtual Social Space Design 40
Figure 10. Grounded Theory Stage 42
Figure 11. NVIVO Analysis Software 43
Figure 12. Research Spiral 44
Figure 13. Social Network Analysis Stage 47
Figure 14. UCINET Analysis Software 51
Figure 15. NETDRAW Analysis Software 51
Figure 16.Unsolicited Visitors to Virtual Social Space 56
Figure 17. Use of Commercial Products in Virtual Social Space 56
Figure 18. Examples of Egocasting 61
Figure 19. The Sub-categories of Egocasting 62
Figure 20. Examples of Show 65
Figure 21. Examples of Rule Breaking 65
Figure 22. The Sub-categories of Relational Patterns 66
Figure 23. Imitation Effect of Interaction 67
Figure 24. Gestures and Facial Expression 69
Figure 25. Keeping a Distance and Lining up 70
Figure 26. The Sub-categories of Nonverbal Behavior 71
Figure 27. The Sub-categories of Participation Behavior 74
Figure 28. The Categories of Videoconferencing 75
Figure 29. NETDRAW Visualization of Four Subgroups 80
Figure 30. NETDRAW Visualization of Core Group 81
Figure 31. NETDRAW Visualization of Peripheral Group 81
Figure 32. NETDRAW Visualization of Bridge Group 82
Figure 33. NETDRAW Visualization of Isolate Group 82

Abrams, D. (1996). Social identity, self as structure and self as process. In W. P. Robinson (Ed.), Social groups and identities: Developing the legacy of Henri Tajfel (pp. 143-167). Oxford: Butterworth Heinemann.
Ajzen, I. (1977). Information processing approaches to interpersonal attraction. In S. W. Duck (Ed.), Theory and practice in interpersonal attraction (pp. 51-77). San Diego, CA: Academic Press.
Alden, L. E. (1987). Attributional responses of anxious individuals to different patterns of social feedback: Nothing succeeds like improvement. Journal of Personality and Social Psychology, 52, 100-106.
Alon, A., Brunel, F. B., & Schneier Siegal, W. L. (2003). Ritual behavior and community life cycle: Exploring the social psychological roles of net rituals in the development of online consumption communities. In K. M. R. Y. Curtis Haugvedt (Ed.), Online consumer psychology: Understanding how to Interact with consumers in the virtual world. Hillsdale, NJ: Lawrence Erlbaum.
Altman, I., & Taylor, D. A. (1973). Social penetration: The development of interpersonal relationships. New York: Holt, Rinehart and Wiston, Inc.
Andrade, E. B., Kaltcheva, V., & Weitz, B. (2002). Self-disclosure on the Web: The impact of privacy policy, reward, and company reputation. Advances in Consumer Research, 29, 350-353.
Arkin, R. M. (1981). Self-presentational styles. In J. T. Tedeschi (Ed.), Impression management theory and social psychological research (pp. 311-333). New York: Academic Press.
Armstrong, A., & Hagel, J. (1995). Real profits from virtual communities. The McKinsey Quarterly, 3, 126-141.
Asendorpf, J. B., & Wilpers, S. (1998). Personality effects on social relationships. Journal of Personality and Social Psychology, 74(6), 1531-1544.
Bagozzi, R. P. (1974). Marketing as an organized behavioral system of exchange. Journal of Marketing, 38((October)), 77-81.
Bagozzi, R. P. (1975). Marketing as exchange. Journal of Marketing, 39(October), 32-39.
Bagozzi, R. P. (2000). On the concept of intentional social action in consumer behavior. Journal of Consumer Research, 27(3), 388-396.
Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5(3), 103-138.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions Journal of Consumer Research, 9, 183-194.
Becheiraz, P., & Thalmann, D. (1996). A model of nonverbal communication and interpersonal relationship between virtual actors. In Proc. Computer Animation''96 (pp. 58-67). Los Alamitos: IEEE Computer Society Press.
Berg, J., & Peplau, L. (1982). Loneliness: the relationship of self-disclosure and androgyny. Personality and Social Psychology Bulletin, 8, 624-630.
Berg, J. H. (1984). The development of friendship between roommates. Journal of Personality and Social Psychology, 46, 346-356.
Bird, E. (1999). Chatting on cynthia''s porch: Creating community in an email fan group. The Southern Communication Journal, 65(1), 49-65.
Blumler, J. G., & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. CA: Sage Publications.
Boettcher, S. (1999). What types of virtual communities can I build and what tools are available? [Electronic Version]. Retrieved December, 2007 from http://www.fullcirc.com/community/communitytypes.htm.
Booth, R. (2000). Loneliness as a component of psychiatric disorders [Electronic Version] from http://www.medscape.com/viewarticle/430545.
Borchers, T. (1999). Interpersonal communication [Electronic Version] from http://www.abacon.com/commstudies/interpersonal/interpersonal.html
Borgatti, S. P., & Everett , M. G. (1999). Models of core/ periphery structures. Social Networks, 21, 375-395.
Boyd, D., Potter, J., & Viegas, F. (2007). Fragmentation of identity through structural holes in email contacts [Electronic Version]. Retrieved November, 2007 from http://smg.media.mit.edu/projects/SocialNetworkFragments/presentation/HalfPaper.pdf.
Britt, S. H. (1950). The strategy of consumer motivation. Journal of Marketing, 14(5), 666-674.
Bruner, G. C., II. (1990). Music, mood, and marketing. Journal of Marketing, 54(4), 94.
Burger, J. (1997). Personality (4th ed.). Pacific Grove, CA: Brooks/Cole.
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2, 206-215.
Caplan, S. (2003). Preference for online social interaction: A theory of problematic internet use and psychosocial well-being. Communication Research, 30, 625-648.
Caroline, L. M. (2003). The effect of interpersonal influence within virtual communities. The Graduate Faculty of Auburn University.
Cheek, J. M., & Briggs, S. R. (1990). Shyness as a personality trait. In W. R. Crozier (Ed.), Shyness and embarrassment: Perspectives from social psychology (pp. 315-337). New York: Cambridge University Press.
Cheek, J. M., & Buss, A. H. (1981). Shyness and sociability. Journal of Personality and Social Psychology, 41, 330-339.
Childers, T. L., & Rao, A. (1992). The Influence offamilial and peer based reference groups on consumer decisions. Journal of Consumer Research, 19, 198-211.
Clark, D. M., & Wells, A. (1995). A cognitive model of social phobia. In R. G. Heimberg, M. R. Liebowitz, D. A. Hope & F. R. Schneier (Eds.), Social phobia: Diagnosis, assessment, and treatment (pp. 69-93). New York: Guilford Press.
Cody, M. J., Wendt, P., Dunn, D., Pierson, J., Ott, J., & Pratt, L. (1997). Friendship formation and creating communities on the Internet: Reaching out to the senior population. Paper presented at the Paper presented at the Annual Meeting of the International Communication Association, Montreal, Canada.
Collins, N. L., & Miller, L. C. (1994). Self-disclosure and liking: A meta-analytic review. Psychological Bulletin, 116(1), 457-475.
Cozby, P. C. (1973). Self-disclosure: A literature review. Psychological Bulletin, 79, 73-91.
Croon, A. (1997). "R U out there?" on personal communities in cyberspace. Paper presented at the Paper presented at the 20th IRIS Conference "Social Informatics", Oslo.
Culnan, M. J., & Markus, M. L. (1987). Information technologies. In F. M. Jablin, L. L. Putnam, K. H. Roberts & L. W. Porter (Eds.), Handbook of organizational communication: An interdisciplinary perspective (pp. 420-443). Newbury Park, CA: Sage.
Daher, D. M., & Banikitos, P. G. (1976). Interpersonal attraction and rewarding aspects of disclosure content and level. Journal of Personality and Social Psychology, 33, 492-496.
DePaullo, B. M., Epstein, J. A., & LeMay, C. S. (1990). Responses of the socially anxious to the prospect of interpersonal evaluation. Journal of Personality, 58, 623-640.
Deutsch, M., & Gerald, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of Personality and Social Psychology, 51, 629-636.
Dholakia, U. M., & Bagozzi, R. P. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2).
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and-small-group-based virtual communities. International Journal of Research in Marketing, 21, 241-263.
Dindia, K., & Allen, M. (1992). Sex differences in self-disclosure: A meta-analysis. Psychological Bulletin, 112, 106-124.
Engelberg, E., & Sjoberg, L. (2004). Internet use, social skills and adjustment. CyberPsychology & Behavior, 7, 41-47.
Erickson, T. (1997). Social interaction on the net: virtual community as participatory genre. Paper presented at the 30th Annual Hawaii International Conference on System Sciences, Hawaii.
Erin, A. H., & Ann, M. K. (2007). Interpersonal consequences of social anxiety. Journal of Abnormal Psychology, 116(1), 125-134.
Erwin, B. A., Turk, C. L., Heimberg, R. G., Fresco, D. M., & Hantula, D. A. (2004). The Internet: Home to a severe population of individuals with social anxiety disorder. Journal of Anxiety Disorders, 18, 629-646.
Eysenck, H. J., & Eysenck, S. B. G. (1968). Manual for the eysenck personality inventory. San Diego, CA: Educational and Industrial Testing Service.
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.
Festinger, L. (1954). A theory of social comparison process. Human Relations, 7(2), 117-140.
Figallo, C. (1998). Hosting web communities: Building relationships, increasing customer loyalty, and maintairiing a competitive edge. New York: John Wiley & Sons, Inc.
Fisk, R. P. (1996). Applications of impression management and the drama metaphor in marketing: An introduction. European Journal of Marketing, 30(9), 6-12.
Fiske, S. T., & Taylor, S. E. (1991). Social Cognition (2nd ed.). NY: McGraw Hill.
Flanagin, A. J., & Metzger, M. J. (2001). Internet use in the contemporary media environment. Human Communication Research, 27(1), 153-181.
Foster, D. (1997). Community and identity in the electronic village. In D. Porter (Ed.), Internet Culture (pp. 23-38). NY: Routledge.
Galston, W. A. (2000). Does the Internet strengthen community. National Civic Review, 89(3), 193
Giddens, A. (1997). Sociology: Introductory readings. Cambridge: Polity Press.
Gill, J., & Johnson, P. (1997). Research methods for managers (2nd ed.). London: Paul Chapman Publishing.
Glaser, B., & Strauss, A. (1967). The discovery of grounded theory: Strategies for qualitative research. New York: Aldine.
Goulding, C. (1999). Consumer research, interpretive paradigms and methodological ambiguities. European Journal of Marketing, 33(9/10), 859.
Granitz, N. A., & Ward, J. C. (1996). Virtual community: A sociocognitive analysis. Advances in Consumer Research, 23, 161-166.
Grönroos, C. (1999). Relationship marketing: Challenges for the oganization. Journal of Business Research, 46, 327-335.
Guzzo, R., Wagner, D., MacGuire, E., Herr, B., & Hawley, C. (1986). Implicit theories and the evaluation of group processes and performance. Organizational Behavior and Human Decision Processes, 36, 279-295.
Hagel, J., & Armstrong, A. G. (1997). Net Gain: Expanding markets through virtual communities. Boston, MA: Harvard Business School Press

Hanneman, R. A., & Riddle, M. (2005). Introduction to social network methods. Riverside, CA: University of California, Riverside.
Haythornthwaite, C., Wellman, B., & Garton, L. (1998). Work and community via computer-mediated communication. In J. Gackenbach (Ed.), Psychology and the Internet: Intrapersonal, Interpersonal, and Transpersonal Implications (pp. 199-226). San Diego: Academic Press.
Hiltz, S. R., & Kerr, E. B. (1982). Computer-mediated communication systems: Status and evaluation. Orlando, FL: Academic Press.
Hiltz, S. R., & Wellman, B. (1997). Asynchronous learning networks as a virtual classroom. Communications of the ACM, 40(9), 44-49.
Hirschman, E. C. (1986). Humanistic inquiry in marketing research, philosophy, method, and criteria. Journal of Marketing Research, 23, 237-249.
Hirschman, E. C. (1987). People as products: Analysis of a complex marketing exchange. Journal of Marketing, 51, 98-108.
Hogg, M. A., & Abrams, D. (1988). Social identifications: A social psychology of intergroup relations and group processes. London: Routledge.
Hogg, M. A., & Terry, D. J. (2000). Social identity and self-categorization processes in organizational contexts. Academy of Management Review, 25(1), 121-140.
Hojat, M. (1982). Loneliness as a function of selected personality variables. Journal of Clinical Psychology, 38, 137-141.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspect of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9, 132-140.
Horowitz, L., & de Sales French, R. (1979). Interpersonal problems of people who describe themselves as lonely. Journal of Consulting and Clinical Psychology, 47, 762-764.
Jeanne, M. P., & John, L. K. (1995). Hardwiring weak ties: Interorganizational computer mediated communication, occupational communities and organizational change. Organization Science, 6(4), 479-504.
Joe, S. K. (1997). Socioemotional use of CMC: Self-disclosure in computer-mediated communication. Paper presented at the Paper presented at the Annual Meeting of the International Communication Association, Montreal, Canada.
Jones, Q. (1997). Virtual-communities, virtual settlements & cyber-archaeology: A theoretical outline. Journal of Computer-Mediated Communication, 3(3), 24.
Jones, S. (1995). Understanding community in the information age. In S. Jones (Ed.), Cybersociety: Computer--Mediated Communication and Community (pp. 10-35). Thousand Oaks, CA: Sage.
Jones, S. (1999). Doing Internet research: Critical issues and methods for examining the Net. CA: Sage Publications.
Jones, S. G. (1995). Understanding community in the information age. In S. G. Jones (Ed.), Cybersociety: Computer-mediated communication and community (pp. 10-35). CA: Sage Publications.
Jourard, S. M. (1971). Self-Disclosure: An experimental analysis of the transparent self. New York: Wiley.
Kanfer, R. (1990). Motivation theory and industrial-organizational psychology In M. D. Dunnette (Ed.), Handbook of industrial and organizational psychology. Palo Alto, CA: Consulting Psychologist Press.
Katz, E., Haas, H., & Gurevitch, M. (1973). On the use of the mass media for important things. American Sociological Review, 38(2), 164-181.
Katz, J. E., & Aspden, P. (1997). A nation of strangers. Communications of the ACM, 40(12), 81-86.
Kemppainen, M., Timonen, H., & Yrjönen, S. (2003). Social capital: A theoretical framework and views on social capital in organizations: Working Paper, Helsinki U. of Technology.
Kiesler, S., Siegel, J., & McGuire, T. W. (1984). Social psychological aspects of computer-mediated communication. American Psychologist, 39(10), 1123-1134.
Kiesler, S., & Sproull, L. (1992). Group decision making and communication technology. Organizational Behavior and Human Decision Processes, 52(1), 96-123.
Kocovski, N. L., & Endler, N. S. (2000). Social anxiety, self-regulation, and fear of negative evaluation. European Journal of Personality, 14, 347-358.
Kowalski, R. M., & Leary, M. R. (1990). Strategic self-presentation and the avoidance of aversive events: Antecedents and consequences of self-enhancement and self-depreciation. Journal of Experimental Social Psychology, 26, 322-336.
Kozinets, R. V. (1998). On netnography: Initial reflections on consumer research investigations of cyberculture. Advances in Consumer Research, 25, 366-371.
Kozinets, R. V. (1999). E-tribalized marketing? The strategic implications of virtual communities on consumption. European Management Journal, 17(3 (June)), 252-264.
Kozinets, R. V. (2002a). Can consumers escape the market? Emancipatory illuminations from burning man. Journal of Consumer Research, 29 (June), 20-38.
Kozinets, R. V. (2002b). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research 39(1), 61-72.
Kozinets, R. V., & Handleman, J. M. (2004). Adversaries of consumption: Consumer movements, activism, and ideology Journal of Consumer Research, 31(December), 691-704.
Larsen, C. N. (1998). Social MUSHes and the anxiety of communication [Electronic Version]. Journal of Virtual Environments [Online serial], 3 from E-mail: clarsen@hms.harvard.edu.
Leary, M. R., Kowalski, R. M., & Campbell, C. (1988). Self-presentational concerns and social anxiety: The role of generalized impression expectancies. Journal of Research in Personality, 22, 308-321.
Lego, C. K. (2002). The effect of reference groups on product attitudes and purchase intention. United States, Aubum,Alabama.
Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37(4), 117-124.
lgbaria, M. (1999). The driving forces in the virtual society. Communications of the ACM, 43(2), 64-70.
Maclaren, P., & Catterall, M. (2002). Researching the social Web: marketing information from virtual communities. Marketing Intelligence & Planning, 20(6), 319-326.
Martino, F., & Spoto, A. (2006). Social network analysis: A brief theoretical review and further perspectives in the study of information technology. PsychNology Journal, 4(1), 53-86.
Matsuba, M. K. (2006). Searching for self and relationships online. CyberPsychology & Behavior, 9, 275-284.
McKenna, K. Y. A., & Bargh, J. A. (2000). Plan 9 from cyberspace: The implications of the Internet for personality. Personality and Social Psychology Review, 4(1), 57-75.
Meleshko, K. G., & Alden, L. E. (1993). Anxiety and self-disclosure:Toward a motivational model. Journal of Personality and Social Psychology, 64, 1000-1009.
Merton, M., & Rossi, A. (1949). Contribution to the theory of reference group behavior. In R. K. Merton (Ed.), Social theory and social structure (pp. 225-275). New York: The Free Press.
Miller, R. S. (1995). On the nature of embarrassability: Shyness, social evaluation, and social skill. Journal of Personality & Social Psychology, 63, 315-339.
Moody, E. J. (2001). Internet use and its relationship to loneliness. CyberPsychology & Behavior, 4, 393-401.
Moon, Y. (2000). Intimate exchanges: Using computers to elicit self-disclosure from consumers. Journal of Consumer Research, 26, 323-339.
Morahan-Martin, J., & Schumacher, P. (2003). Loneliness and social uses of the internet. Computers in Human Behavior, 19, 659-671.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(July), 20-38.
Morkes, J., Kernal, H. K., & Nass, C. (1999). Effects of humor in task-oriented human-computer interaction and computer-mediated communication: A direct test of SRCT theory. Human-Computer Interaction, 14, 395-435.
Muniz, A. M., Jr., & O'' Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
Oldenburg, R. (1989). The great good places. NY: Paragon House.
Park, C. W., & Lessing, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4, 102-110.
Peplau, L. A., Russell, D., & Heim, M. (1979). The experience of loneliness. In D. B.-T. I. Frieze, & J. Carroll (Ed.), New approaches to social problems (pp. 53-78). San Francisco: Jossey-Bass.
Peterson, R. S., & Behfar, K. J. (2003). The dynamic relationship between performance feedback, trust, and conflict in groups: A longitudinal study. Organizational Behavior and Human Decision Processes, 92, 102-112.
Pilkonis, P. A. (1977). The behavioral consequences of shyness. Journal of Personality 45, 596-611.
Postman, N. (1993). Technopoly: The surrender of culture to technology. New York, NY: Vintage books.
Postmes, T., Haslam, S. A., & Swaab, R. I. (2005). Social influence in small groups: An interactive model of social identity formation. European Review of Social Psychology, 16, 1-42.
Postmes, T., Spears, R., & Lea, M. (1998). Breaching or building social boundaries? SIDE-effects of computer-mediated communication. Communication Research, 25(6), 689-715.
Postmes, T., Spears, R., & Lea, M. (2000). The formation of group norms in computer-mediated communication. Human Communication Research, 26(3), 341-371.
Pratt, M. G. (2003). Disentangling collective identities. In J. T. Polzer (Ed.), Identity issues in groups (pp. 161-188). Amsterdam: Elsevier Science.
Preece, J. (2000). Online communities: Designing usability, supporting sociability. Chichester, England: John Wiley & Sons.
Priest, H., Roberts, P., & Woods, L. (2002). An overview of three different approaches to the interpretation of qualitative data. Part 1: Theoretical issues. Nurse Researcher, 10(1), 30-42.
Reeves, B., & Nass, C. (1996). The media equation: How people treat computers, television, and new media like real people and places. New York, NY: Cambridge University Press.
Rheingold, H. (1993a). A slice of life in my virtual community. In H. L. M. (Ed.), Global networks (pp. 57-80). Cambridge: MIT Press.
Rheingold, H. (1993b). The virtual community: Homesteading on the electronic frontier. Reading, MA: Addison-Wesley.
Rice, R. E. (1993). Using network concepts to clarify sources and mechanisms of social influence. In G. B. W. Richards (Ed.), Progress in communication sciences: Advances in communication network analysis (pp. 43-52). Norwood. NJ: Ablex.
Rintel, E. S., Mulholland, J., & Pittam, J. (2001). First things first: Internet relay chat openings. Journal of Computer-Mediated Communication, 6(3).
Russell, D., Peplau, L. A., & Cutrona, C. E. (1980). The revised UCLA loneliness scale: Concurrent and discriminant validity evidence. Journal of Personality and Social Psychology, 39, 472-480.
Sara, F., & Duncan, T. (1999). Social cohesion and on-line community [Electronic Version] from http://www.stir.ac.uk/schema/.
Sardar, Z. (1996). alt.civilisations.faq: Cyberspace as the darker side of the west. In Z. Sardar & J. R. Ravetz (Eds.), Cyber futures: Culture and politics on the information superhighway (pp. 14-41). London: Pluto Press.
Severin, W. J., & Tankard, J. W. (1997). Communication theories: Origins, methods, and uses in the mass media (4th ed.). New York: Longman publication
Shaw, L. H., & Gant, L. M. (2002). In defense of the Internet: The relationship between internet communication and depression, loneliness, self-esteem and perceived social support. CyberPsychology & Behavior, 5, 157-171.
Shaw, M. E. (1981). Group dynamics: The psychology of small group behavior. New York, NY: McGraw-Hill Book Company.
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. New York: Wiley.
Smith, A. D. (1999). Problems of conflict management in virtual communities. In M. A. Smith & P. Kollock (Eds.), Communities in cyberspace (pp. 134-163). New York: Routledge.
Snyder, J. (1996). Get real. Internet World, 7(2), 92-94.
Solano, C., & Koester, N. (1989). Loneliness and communications problems: subjective anxiety or objective skills. Personality and Social Psychology Bulletin, 15, 126-133.
Solomon, M. R. (1983). The role of products as social stimuli: A symbolic interactionism perspective. Journal of Consumer Research, 10, 319-329.
Spira, J. B., & MacColl, M. (2001). From toy to tool: How online audiences views community. New York, NY: The Basex Group.
Sproull, L., & Kiesler, S. (1986). Reducing social context cues: Electronic mail in organizational communication. Management Science, 32, 1492-1512.
Spurr, J. M., & Stopa, L. (2003). The observer perspective: Effects on social anxiety and performance. Behaviour Research and Therapy, 41, 1009-1028.
Stafford, J. E. (1966). Effects of group influence on consumer brand choice preference. Journal of Marketing Research, 3, 68-75.
Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004). Determining uses and gratifications for the Internet. Decision Sciences Atlanta, 35(2), 259-288
Strauss, A., & Corbin, J. (1998). Basics of qualitative research. Techniques and procedures for developing grounded theory. Newbury Park, CA: Sage.
Sunanda, S. (2005). Virtual community success: A uses and gratifications perspective Paper presented at the Proceedings of the 38th Hawaii International Conference on System Sciences.
Tajfel, H. (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations. London: Academic Press.
Thibaut, J., & Kelley, H. H. (1959). The social psychology of groups. New York: John Wiley & Sons.
Trenholm, S. (1995). Thinking through communication: An introduction to the study of human communication. Boston: Allyn and Bacon.
Turkle, S. (1995). Life on the screen: Identity in the age of the Internet. New York, NY: Simon & Schuster.
Turner, J. C. (1982). Towards a cognitive redefinition of the social group. In H. Tajfel (Ed.), Social identity and intergroup relations (pp. 15-40). Cambridge: Cambridge University Press.
Vitkus, J., & Horowitz, L. (1987). Poor social performance of lonely people: Lackinga skill or adoptinga role. Journal of Personality and Social Psychology, 52, 1266–1273.
Wachter, R. M., Gupta, J. N. D., & Quaddus, M. A. (2000). It takes a village: Virtual communities in support of education. International Journal of Information Management, 20, 473-489.
Walther, J. B. (1993). Impression development in computer-mediated interaction. Western Journal of Communication, 57, 381-398.
Walther, J. B., Anderson, J. F., & Park, D. W. (1994). Interpersonal effects in computer-mediated interaction: A meta-analysis of social and antisocial communication. Communication Research, 21(4), 460-487.
Walther, J. B., & Burgoon, J. K. (1992). Relational communication in computer-mediated interaction. Human Communication Research, 19(11), 50-88.
Walther, J. B., & Tidwell, L. C. (1995). Nonverbal cues in computer mediated communication, and the effect of chronemics on relational communication. Journal of Organizational Computing, 5(4), 355-378.
Wasserman, B., & Faust, K. (1994). Social network analysis: Methods and ppplications. NY: Cambridge University Press.
Weeks, D. G., Michela, J. L., Peplau, L. A., & Bragg, M. E. (1980). Relation between loneliness and depression: A structural equation analysis. Journal of Personality & Social Psychology, 36, 1213–1220.
Wellman, B. (1996). For a social network analysis of computer networks: A sociological perspective on collaborative work and virtual community. Denver, Colorado: SIGCPR/SIGMIS.
Wellman, B. (1997). An electronic group is virtually a social network. In S. Kiesler (Ed.), Culture of the Internet (pp. 179-205). Mahwah, NJ: Lawrence Erlbaum.
Wellman, B., & Guila, M. (1999). Virtual communities as communities: Net suffers don''t ride alone. In M. A. Smith & P. Kollock (Eds.), Communities in cyberspace (pp. 167-194). London, England: Routledge.
Wellman, B., & Gulia, M. (1999). The network basis of social support: A network is more than the sum of its ties. In B. Wellman (Ed.), Networks in the global. village (pp. 83-118). Boulder, CO: Westview Press.
Wellman, B., & Gulia, M. (1999). Virtual communities as communities In M. A. Smith & P. Kollock (Eds.), Communities in cyberspace (pp. 167-194). New York, NY: Routledge.
Wells, A., & Papageorgiou, C. (1998). Social phobia: Effects of external attention on anxiety, negative beliefs, and perspective taking. Behavior Therapy, 29, 357-370.
Wenzel, A., Graff-Dolezal, J., Macho, M., & Brendle, J. (2005). Communication and social skills in socially anxious and nonanxious individuals in the context of romantic relationships. Behaviour Research and Therapy, 43, 505-519.
Whittaker, S., Issacs, E., & O''Day, V. (1997). Widening the net: Workshop report on the theory and practice of physical and network communities. ACM SIGCHI Bulletin, 29(3), 27-30.
Williams, J., & Solano, C. (1983). The social reality of feelinglonely: friendship and reciprocation. Personality & Social Psychology Bulletin, 9, 237-242.
Woody, S. R. (1996). Effects of focus of attention on anxiety levels and social performance of individuals with social phobia. Journal of Abnormal Psychology, 105, 61-69.