Comparing the Behavioral Models in Cyber-World Using Social Roles

Authors

Nai-Ching Yeh, Department of Information Management, National Taiwan University of Science and Technology, TaiwanFollow
Judy Lin, Department of Computer Science and Information Management, Soochow University, TaiwanFollow
Hsipeng Lu, Department of Information Management, National Taiwan University of Science and Technology, TaiwanFollow

Document Type

Article

Abstract

Cyber-world is a typical form of social syndication. Although the future of cyber-world seems bright, not all efforts have succeeded. Therefore, knowing how to motivate users and keep them continually visiting is an important challenge for creating successful cyber-world Web sites. Since that human behaviour varies according to people’s different social roles, this study investigated four social roles (habitual, active, personal, and lurker) in the cyber-worlds. 729 users of i-Partment were used to test the research model. This study empirically confirms the existence of different behavioural models, and revealed the implications for theory and practice.

Recommended Citation

Yeh, Nai-Ching; Lin, Judy; and Lu, Hsipeng, "Comparing the Behavioral Models in Cyber-World Using Social Roles" (2009). ICEB 2009 Proceedings (Macau, SAR China). 148.
https://aisel.aisnet.org/iceb2009/148