Affective satisfaction in online communication.

Abstract

This research aims to identify the Determinants of a Sense of Virtual Community (SOVC) by extending into a virtual context. The principles of SOVC are based on the theory of a Sense of Community originally developed in 1976 and subsequently established by McMillan and Chavis [1986]. We demonstrate its empirical strength as a theory and develop constructs for SOVC from the users’ perspective in order to understand why do people participate in virtual communities. Subsequently, we revise our scale and further develop a Questionaire for further research work.