Online, Offline Activities and Attitude of Virtual Communities

Online, Offline Activities and Attitude of Virtual Communities

Gloria Panit^1*, Voon Boo Ho¹, Noraini Sa’ait¹

1 Faculty of Business Administration, MARA University of Technology, Sarawak, Malaysia .

*Corresponding Author: Gleoriale85@gmail.com

Accepted: 15 May 2021 | Published: 1 June 2021

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Abstract: Nowadays, online activities are important not only to socialize and share common interests but also as the source to communicate and search for information. By expanding the technology acceptance model, the purpose of this paper is to provide a research model to examine the importance of online (information quality, system quality and service quality) and offline (offline activities) features. This research study the importance and quality of online (information quality, system quality and service quality) and offline (offline activities) features which will influence the perceptions and attitudes or behavior of virtual communities and how the influences will sustain the virtual communities websites. In order to sustain a successful virtual community, attention must be paid to enhance both online and offline interactions, including content management, specific sets of web site functions and offline communication.

Keywords: information quality, system quality, service quality, virtual communities, online, offline activities

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1. Introduction

Developments in virtual communities have already had a significant effect on the digital environment (Bergquist and Liungberg, 2001; de Souza and Preece, 2004; Hall and Graham, 2004). Many Internet users have adopted the virtual communities to share data, collaborate in research, and exchange messages (Wang et al., 2002). However, simply providing a web-based community network does not guarantee a successful virtual community (Preece, 2001). Quality content of virtual communities depend on on some important factors; people visiting their sites, facilitating social interaction among community members and, most significantly, enhancing the loyalty of community members (Kim et al., 2004). But the offline activities and attitude of the youth participants in virtual community will influence these factors.

Moreover, many researchers have observed that an online business is most likely to be successful when its web site is developed to provide the highest online quality among alternative web sites (Ahn et al., 2004; Rodgers et al., 2005). Therefore, the online quality of factors and features influencing the sustainability of virtual communities need to be identified and understood. This information can help developers to construct virtual communities that community members want to use.

Some of the virtual community web sites providers did not know the important factors that determine the successful of their virtual community web sites. Information quality is related to the accuracy, completeness, currency and information presentation format. The problem is some information is not up to date and the presentation format is not systematic. System quality is also another important element to focus on. System quality refers to the system reliability, convenience to access, and response of time and system flexibility. The problems of virtual

communities system are when they experience lack of access, difficulties in navigating the web sites, frequent delays in response and frequent disconnection. Service quality measures the overall support delivered by the web site, and includes trust, responsiveness and personalization (Keating et al., 2003; Lee and Lin, 2005). The service provided should match the virtual communities’ expectations.

Virtual communities exist and play a socialization role to the same extent as “real”

communities (Rheingold, 1993). From a social perspective, studies on virtual communities emphasize supportive, sociable relations that provide a sense of belonging rather than a group of people living close to each other (Hampton and Wellman, 2001). In an online travel community setting, Kim et al. (2004) also found that sense of belonging is considered a very important factor for community members’ loyalty. Moreover, Roberts (1998) argued that subjects with a higher sense of belonging put in more time and effort to their online participation. Therefore, a strong sense of belonging is expected to lead to strong intention to be further involved in the virtual community.

Additionally, a web site with high ease of use encourages increased participation and sense of belonging (Teo et al., 2003). Perkowitz and Etzioni (1999) linked information quality. To sustain virtual communities with usefulness by arguing that the information is useful only if the user considers the information on the web site to be accurate, informative and up-to-date.

Lin and Lu (2000) also argued that information quality is a valuable predictor of the perceived ease of use and usefulness. Therefore, this study hypothesize that information quality clarity will have positive effect on perceived ease of use and perceived usefulness of virtual communities.

System quality in a web-based information system measures the functionality of a web site.

System reliability, convenience of access, response time and system flexibility are examples of qualities valued by users (DeLone and McLean, 2003; Nelson et al., 2005). Service quality measures the overall support delivered by the web site, and includes trust, responsiveness and personalization (Keating et al., 2003; Lee and Lin, 2005). Furthermore, DeLone and McLean (2003) argued that service quality is a significant dimension of information system success in the e-commerce environment, where customer service is crucial. Service quality is important in the context of virtual community, because online communication lacks face-to-face contact.

Therefore, online businesses and community providers should provide effective online support, such as trust mechanisms provided by the virtual community, prompt customer service, and personalized information and attention. Previous studies have argued that service quality is a useful predictor of the perceived ease of use and usefulness of a web site (Ahn et al., 2004; Cao et al., 2005). Kuo (2003) also found that service quality is likely to enhance the usability of the virtual community, and create loyal community members. Therefore, this study hypothesizes that better service quality will have a positive influence on perceived ease of use and perceived usefulness of virtual communities.

In summary, online and offline features were include in this study to investigate the determinants of online service, offline activities and attitude of the youth participants virtual communities.

2. Literature Review

The Internet is a new medium where people access not only information, but also other people in order to chat, discuss, argue and confide (Sproull and Faraj, 1997). Virtual communities

comprise people coming together to obtain information from and give information to other people.

Virtual Communities

A virtual community is a new business communication channel allowing businesses to interact with Internet users. Researchers have increasingly acknowledged that the social interaction supported by technology is crucial to the success of virtual communities (Preece, 2000, Wang et al. 2002, Garrety et al. 2004).

Based on the human-computer interaction perspective, researchers noted that web site usability and service quality are the key factors for predicting members’ intention to use virtual communities (Preece, 2001, Kuo, 2003). Additionally, some differences exist between virtual communities and face-to-face communities. First, physical location is irrelevant to participation in virtual communities. Second, most participants in virtual communities are invisible (i.e. if individual only reads messages and does not post, other members may not be aware of his presence at all). Third, the logistical and social costs to participate in virtual communities are lower than those for participation in face-to-face communities (Sproull and Faraj, 1997). Kollock and Smith (1999) also observed that virtual communities differ from face-to-face communities in important ways (such as the lack of real-world physical cues, the ability of members to change their identities, degree of social order and control, and purpose) that raise challenges for online businesses and virtual community providers.

Online features

Online features are the quality measure of web-based information systems or serviced provided by the web site. Among the various studies addressing online quality factors, those involving the dimensions suggested by DeLone and McLean (2003, 2004) have received the most attention. DeLone and McLean (2003, 2004) found that information quality, system quality and service quality are important constructs making a successful information system.

The three online quality factors have affect members’ beliefs about virtual communities differently. While information quality has a significant effect only on perceived usefulness, the other two online quality factors, system quality and service quality, significantly affect both perceived ease of use and perceived usefulness. The difference in the effects of these factors provides insight into the nature of these online features.

Information quality

Information quality focuses on the content-based online feature, whereas system quality and service quality are related to functionally-based online features. Information quality was found to have a significant effect on perceived usefulness, but not on perceived ease of use. This is consistent with Wixom and Todd (2005) finding that information satisfaction directly influence perceived usefulness in management information systems. Higher information quality increases the usefulness of the virtual community by enhancing the fit between web site content and members’ information requirements. Improving the accuracy of the content in the virtual community can ensure that useful information is provided. However, the path from information quality and perceived ease of use is not significant, which indicates that providing appropriate information cannot help members to operate the virtual community more easily, but only helps to increase the usefulness of the virtual community. This finding implies that placing accurate content on the web site improves the utility of the virtual community, but does not improve its ease of use.

System quality

System quality was found to be a significant determinant of perceived ease of use of the virtual community. Notably, Wixom and Todd (2005) recently found that system quality is an important antecedent of perceived ease of use of the technology. A higher-quality web site increases the ease of use of virtual communities by providing effective means of exchanging information between community providers and members.

Moreover, the strong effect of system quality on perceived usefulness is not surprising, because the virtual community’s purpose is to provide a discussion forum that enables members to add and structure their own online forums for empathetic support. Virtual communities can be supported by various Internet technologies, including Usenet newsgroups, letterers, bulletin board systems, and web-based information systems. With virtual communities, usability is attained through such strategies as web site reliability, convenient access, response functionality, and web site flexibility. Hence, system quality can change the members’ beliefs of their interaction with the web site, and subsequently influence their intention to use the virtual community.

Service quality

Service quality was found to have a significant effect on the sustainability of virtual communities through both perceived ease of use and perceived of usefulness. Consistent with the hypothesis, a web site with high levels of service quality makes for a virtual community that is easy to use and useful. This finding supports prior research, which has found a significant direct relationship between service quality and web site success in the context of e-commerce (Liu and Arnett, 2000), and extends its generalizability to virtual communities. A web site which has a high score for service quality (e.g. trustworthy, responsiveness, and presentation of personalized information in the virtual community) is more likely to find the virtual community ease to use and useful. In order to sustain a successful virtual community, virtual community providers should provide secure, prompt and customized services to attract more members’ participation.

Offline features

Offline activities were also found to positively affect the members’ sense of belonging to the virtual community, and therefore influencing their intention to use the virtual community. This result supports Lombard and Ditton (1997) argument that offline meetings play a critical role in enhancing the inherently low social presence of the Internet and computer-mediated environments. Additionally, this study improves the understanding of sense of belonging to virtual communities by identifying a direct link with offline activities. Although most virtual community activities occur online in cyberspace, online social ties among members cannot be sustained without strong offline interactions. Therefore, ongoing online and offline interactions should improve community members’ sense of belonging, and encourage them to exchange information.

Customer perceived service quality

Customer perceived service quality can be defined as a global judgment or attitude relating to the superiority of a service relative to competing offerings (Parasuraman et al., 1988). Over the past three decades, numerous researchers have sought to uncover the global services attributes that contribute most significantly to relevant quality assessments (Sasser et al., 1978; Gronroos, 1983; Parasuraman et al., 1985; Pitt et al., 1999). Among them, the Parasuraman et al. (1985) work has been regarded as most prominent, which revealed ten dimensions:

(1) Tangibles;

(2) Reliability;

(3) Responsiveness;

(4) Communication;

(5) Credibility;

(6) Security;

(7) Competence;

(8) Courtesy;

(9) Understanding the customer; and (10) Access.

Information systems quality

The Internet is an innovative form of information technology, yet most commercial Web sites function as well-defined information systems. Information system quality can be divided into system and information quality. System quality refers to software development caliber, while information quality embraces accuracy, timeliness, currency and reliability of information (DeLone and McLean, 1992). Online companies employ a complicated database interface, serving as an expert system. From this perspective, online consumers are the end-users of the computer programs and networked system. The term “end user” refers to one who “interacts directly with the application software to enter information or prepare output reports” (Doll and Torkzadeh, 1988, p. 260). The principal goal of information systems service is to enable customers to function independently and to conduct numerous transactions on their own. In addition, as end users, consumers often seek desired product and service information through Web sites. Doll and Torkzadeh (1988) have purified 13 items proposed by Baroudi and Orlikowski (1988) to a 12 items scale that gauges five quality dimensions influencing end-user satisfaction with information systems:

(1) Content;

(2) Accuracy (3) Format;

(4) Ease of use; and (5) Timeliness.

Other studies have confirmed the reliability and validity of this scale (Doll et al., 1994;

Hendrickson and Collins, 1996). Later, several inquiries identified Web site attributes that are critical to business success. D’Angelo and Little (1998) argue that factors such as navigational and visual characteristics, and practical considerations, such as images, background, color, sound, video, media, and content, are critical features of a Web site. Lohse and Spiller (1998) have noted that characteristics such as a feedback section and product lists are crucial in generating sales. Liu and Arnett (2000) propose four factors: system use, system design quality, information quality, and playfulness, as major ingredients for success. Yoo and Donthu (2001) have developed a measurement instrument for an Internet shopping site condition, SITEQUAL, which includes four dimensions:

(1) Ease of use;

(2) Aesthetic design;

(3) Processing speed; and (4) Security.

Theoretical Framework Online features

Independent Variables Dependent Variables

Figure 1: The theoretical framework for the Online, Offline Activities and Attitude of Virtual Communities

Information quality refers to the quality of the information provided by the online services. Its measure includes dimensions such as information accuracy, completeness, currency and information presentation format (Nelson et al., 2005). As a social network system, the issue of information quality is inherent in the success of a virtual community.

H1 a. Information quality influence perceived ease of use of the virtual community.

b. Information quality influence perceived usefulness of the virtual community.

System quality in a web-based information system measures the functionality of a web site.

System reliability, convenience of access, response time and system flexibility are examples of qualities valued by users (DeLone and McLean, 2003; Nelson et al., 2005). Moreover, Yoo et al. (2002) argued that system quality is especially important in the context of virtual communities, because many community members are reluctant to use the web site when they experience lack of access, difficulty in navigating the web site, frequent delays in response and frequent disconnection. A high-quality web site can generate a comfortable virtual environment where users can easily identify functional groups and navigation aids, and ensure efficient information exchange. Therefore, this study expects system quality to have a positive effect on perceived ease of use and perceived usefulness of virtual.

H2 a. System quality influence perceived ease of use of the virtual community.

b. System quality influence perceived usefulness of the virtual community.

Service quality measures the overall support delivered by the web site, and includes trust, responsiveness and personalization (Keating et al., 2003; Lee and Lin, 2005). Previous studies have argued that service quality is a useful predictor of the perceived ease of use and usefulness of a web site (Ahn et al., 2004; Cao et al., 2005). Kuo (2003) also found that service quality is likely to enhance the usability of the virtual community, and create loyal community members.

Information Quality

System Quality

Perceived usefulness

Perceived ease of use

Sense of belonging

Attitude/

Behavior intention Offline

features Service

Quality

Therefore, this study would hypothesizes that better service quality will have a positive effect on perceived ease of use and perceived usefulness of virtual communities.

H3 a. Service quality influence perceived ease of use of the virtual community.

b. Service quality influence perceived usefulness of the virtual community.

Hagerty et al. (1992) defined sense of belonging as “the experience of personal involvement in a system or environment so that persons feel themselves to be an integral part of the system or environment”. Previous studies have established sense of belonging as a particularly relevant success factor in virtual communities. For example, Hagerty et al. (1996) argued that sense of belonging is a psychological experience with both cognitive and affective component, which is a valuable concept for studying involvement in community activities.

When virtual communities have high sense of belonging, the attitude or behavior intention to visit the websites is high and probability to sustain the virtual communities also would be high.

H4. Sense of belonging positively influences behavior intention to use the virtual community.

In the context of the virtual community, perceived usefulness indicates user belief in their ability to obtain information and services, share their experiences with others, and enhance their performance in information exchange while using the virtual community. Moreover, perceived ease of use indicates whether the user found the virtual community easy to operate.

H5. Perceived usefulness positively influences sense of belonging to the virtual community.

H6. Perceived ease of use positively influences sense of belonging to the virtual community.

H7. Perceived ease of use positively influences perceived usefulness of the community.

According to social presence theory, the presence of other members, which can be complemented by offline interactions, may strengthen the ties of community members to their virtual communities (Short et al., 1976). Koh and Kim (2003) also found that offline activities increase the solidarity and cohesiveness of a virtual community, and strengthening the links between members. Therefore, this study hypothesizes that offline activities increase the sense of belonging to a virtual community.

H8. Offline activities influence sense of belonging to the virtual community.

3. Discussion and Conclusion Research Methodology

The population for the target is 40000 (www.samarahandc.sarawak.gov.my). By the year 2018, the population increase to 50000. According to Krejcie and Morgan (1970), the sample should be about 382 respondents. 420 questionnaires delivered in the area and checked again for error, non response and non-returnable. In order to collect the data, Primary data was used as the method of data collection. Primary data is data gathered through for research from actual situation. In this project paper I use questionnaire as the measurement. Questionnaires are instruments used to gather information, often as part of a survey, using a structured format.

Quota Sampling Technique is one of the non-probability sampling. Quota sampling is used to obtain information from specific target that be able to provide the desired information. It is used to improved representativeness.

Before the actual survey is done, pilot survey was conducted. A sample of 100 respondents was chosen randomly in the area in order to check the reliability of the measurement. The

reliability test shows high reliability range between 0.7 to 0.8 for each of the dimensions used in the questionnaires. In addition to the descriptive statistics, other statistical techniques were used. For all the supplementary data analysis, the views of the same individuals were investigated. Data collected from the respondents will be checked first for errors such as item non-response and multiple answers. Only the complete and useable questionnaires were analyzed.

Steps in data analysis

1. Data preparation 2. Data editing 3. Data coding 4. Data analysis Findings

Demographics of Respondents

Based on the table, this research found there are equal chances for both gender to be involved in this survey. This is because the questionnaires were distributed according to simple random theory.

Mostly, youth age between 19-21 were involved in this survey. This is because most of them are students of higher learning of education. The survey was conducted at UNIMAS and MARA University of Technology, Samarahan in Sarawak, Malaysia. Besides that, this survey was also conducted at the Golden Hawk Futsal center where usually youth in Samarahan take their time off. Youth age between 16 – 18 years old are also involved in this survey. This is because the survey was conducted at secondary school at SMK Muara Tuang. The least group of youth is age between 22-25. Mostly, they are working people.

Majority of Samarahan population is Malays. From this table, there is 177 are Malay respondents, 141 Natives including the Ibans and Bidayuh race, Chinese 64 and others are 18.

Most of the respondents live in rural area. This survey was conducted at institutions of higher learning and secondary school in Samarahan. Therefore, most of the youth are students, government servant, self employed and others.

Nowadays, people are more aware of latest technologies. This statement can be proved from the findings. Most of the respondents have the consistency updating themselves with latest technologies. Majority of the respondents have the experience of using internet at the range of 1-3 years, followed by 4-5 years. Based on the table, average using virtual community per week the highest are 1-5 hours. The most popular virtual community type is friend groups, followed by games, others which including entertainment, current issues and many other virtual community websites.

Correlation Analysis

Num. Hypothesis Correlation Coefficient ( r )

1. Information quality influence perceived ease of use of

the virtual community 0.766

2. Information quality influence perceived usefulness of

the virtual community. 0.608

3. System quality influence perceived ease of use of the

virtual community 0.922

4. System quality influence perceived usefulness of the

virtual community 0.786

5. Service quality influence perceived ease of use of the

virtual community. 0.708

6. Service quality influence perceived usefulness of the

virtual community. 0.920

7. Sense of belonging positively influences behavior

intention to use the virtual community. 0.534

8. Perceived usefulness positively influences sense of

belonging to the virtual community. 0.728

9. Perceived ease of use positively influences sense of

belonging to the virtual community 0.651

10. Perceived ease of use positively influences perceived

usefulness of the community. 0.761

11. Offline activities influence sense of belonging to the

virtual community. 0.661

12. Satisfaction influence loyalty 0.694

The first hypothesis is information quality influence perceived ease of use of the virtual community. In order to test the association between these two independent and dependent variables, I used correlation coefficient test. The result shows that this hypothesis can be accepted because the significance level is more than 0.50. Information quality refers to the quality of the information provided by the online services. Its measure includes dimensions such as information accuracy, completeness, currency and information presentation format (Nelson et al., 2005). Perceived ease of use indicates whether the user found the virtual community easy to operate. The hypothesis has 0.766 which is high positive correlation.

The second hypothesis is the information quality influence perceived usefulness of the virtual community. In order to test the association between these two independent and dependent variables, I used correlation coefficient test. The result shows that this hypothesis can be accepted because the significance level is more than 0.50. From the table, this hypothesis has moderate association because the correlation coefficient is 0.608. Information quality does influence and associate with perceived usefulness. Perceived usefulness indicates user belief in their ability to obtain information and services, share their experiences with others, and enhance their performance in information exchange while using the virtual community.

The third hypothesis is system quality influence perceived ease of use of the virtual community.

System quality in a web-based information system measures the functionality of a web site.

System reliability, convenience of access, response time and system flexibility are examples of qualities valued by users (DeLone and McLean, 2003; Nelson et al., 2005). Moreover, Yoo et al. (2002) argued that system quality is especially important in the context of virtual communities. To test the association between these two independent and dependent variables, I used correlation coefficient test. The result shows that this hypothesis can be accepted and there is association between the two variables. The r value is more than 0.50 that is 0.922.

The fourth hypothesis is system quality influence perceived usefulness of the virtual community. In order to test the association between these two independent and dependent variables, I used correlation coefficient test. The result shows that this hypothesis has moderate association since the r value is 0.786 and is more than 0.50.

Another hypothesis is service quality influence perceived ease of use of the virtual community.

Service quality measures the overall support delivered by the web site, and includes trust, responsiveness and personalization (Keating et al., 2003; Lee and Lin, 2005). In order to test the association between these two independent and dependent variables, I used correlation coefficient test. The result shows that this hypothesis is associated because the r value is more than 0.50. The r value is 0.708. It does show that service quality highly associate with perceived ease of use of the virtual community. Kuo (2003) also found that service quality is likely to enhance the usability of the virtual community, and create loyal community members.

Service quality influence perceived usefulness of the virtual community. Empirical results from past studies have argued that service quality is a useful predictor of the perceived ease of use and usefulness of a web site (Ahn et al., 2004; Cao et al., 2005). This study also indicates the same results. Service quality does influence perceived usefulness of the virtual community.

The r shows that service quality does have association with perceived usefulness of the virtual community. To test the association between these two independent and dependent variables, I used correlation coefficient test. The result shows that this hypothesis has moderate association which is 0.920.

Sense of belonging positively influences behavior intention to use the virtual community.

Hagerty et al. (1992) defined sense of belonging as “the experience of personal involvement in a system or environment so that persons feel themselves to be an integral part of the system or environment”. To test the association between these two independent and dependent variables, I used correlation coefficient test. The result shows that this hypothesis has moderate relationship of 0.534 r value. The behavior intention does influence by sense of belonging.

Perceived usefulness positively influences sense of belonging to the virtual community. When user belief in their ability to obtain information and services, share their experiences with others, and enhance their performance in information exchange while using the virtual community, user will feel a strong sense of belonging in the VC. To test the association between these two independent and dependent variables, correlation coefficient test was used. The result shows that this hypothesis has moderate relationship of 0.728 r value.

Perceived ease of use positively influences sense of belonging to the virtual community. When the user found the virtual community easy to operate, they are likely to have a strong sense of belonging because the experience of personal involvement in a system or environment so that persons feel themselves to be an integral part of the system or environment is high. This statement is supported by the results of the hypothesis which shown a high correlation coefficient value of 0.651.

Perceived ease of use positively influences perceived usefulness of the community.

Information and other usefulness of VC such as social needs are obtainable when the users know how to make use of VC effectively. This hypothesis showed a high correlation coefficient value of 0.761. Therefore, there are high positive correlation between the independent and dependent variables.

Offline activities influence sense of belonging to the virtual community. Offline activities are activities conducted face-to-face and off the internet line. The activities include communicate through other devices such as telephone, informal meetings and actively participate in regular offline community meetings. To test the association between these two independent and

dependent variables, correlation coefficient test was used. The result shows that this hypothesis has high positive relationship of 0.661 r value.

Another hypothesis is satisfaction influence loyalty. VC are satisfied when the information, system and service quality content is excellent, significant level of perceived ease of use and perceived usefulness, have sense of belonging to the VC and the intention to visit the websites also be part of the VC. From the research, the correlation coefficient has positive relationship of 0.694 r value.

Correlation between Online Features

Num. Measurements Correlation Coefficient ( r )

1. Between Information Quality and System Quality 0.578 2. Between Information Quality and Service Quality 0.584

3. Between System Quality and Service Quality 0.713

From the table above, we can see that the three measurements of online features are related to each other. System quality in a web-based information system measures the functionality of a web site. System reliability, convenience of access, response time and system flexibility are examples of system qualities valued by users (DeLone and McLean, 2003; Nelson et al., 2005) is correlate with the service quality. Service quality measures the overall support delivered by the web site, and includes trust, responsiveness and personalization (Keating et al., 2003; Lee and Lin, 2005). The two features are highly related with information quality which measure includes dimensions such as information accuracy, completeness, currency and information presentation format (Nelson et al., 2005).

Regression Analysis

There are eleven hypotheses in this research. The first hypothesis is information quality influence perceived ease of use of the virtual community. In order to test this hypothesis, I used regression test. The result shows that this hypothesis can be accepted because the significance level is less than 0.05 and the R2 is more than 0.5 indicating that information quality less influence perceived ease of use of the virtual community. Information quality refers to the quality of the information provided by the online services. Its measure includes dimensions such as information accuracy, completeness, currency and information presentation format (Nelson et al., 2005). Perceived ease of use indicates whether the user found the virtual community easy to operate.

The second hypothesis is the information quality influence perceived usefulness of the virtual community. From the table, this hypothesis can be accepted since the significance level is 0.00 but the R2 is weak. Information quality influence perceived usefulness. Perceived usefulness indicates user belief in their ability to obtain information and services, share their experiences with others, and enhance their performance in information exchange while using the virtual community.

The third hypothesis is system quality influence perceived ease of use of the virtual community.

System quality in a web-based information system measures the functionality of a web site.

System reliability, convenience of access, response time and system flexibility are examples of qualities valued by users (DeLone and McLean, 2003; Nelson et al., 2005). Moreover, Yoo et al. (2002) argued that system quality is especially important in the context of virtual communities. The regression test shows that this hypothesis is significant and acceptable. The

R2 has high regression value. System quality strongly influence perceived ease of use of the virtual community.

The fourth hypothesis is system quality influence perceived usefulness of the virtual community. The regression test shows that this hypothesis is significant and associated.

Therefore, system quality does strongly influence perceived usefulness of the virtual community.

Another hypothesis is service quality influence perceived ease of use of the virtual community.

Service quality measures the overall support delivered by the web site, and includes trust, responsiveness and personalization (Keating et al., 2003; Lee and Lin, 2005). The regression test shows a significant result for this hypothesis. It indicates that service quality influence perceived ease of use of the virtual community. Kuo (2003) also found that service quality is likely to enhance the usability of the virtual community, and create loyal community members.

Service quality influence perceived usefulness of the virtual community. Empirical results from past studies have argued that service quality is a useful predictor of the perceived ease of use and usefulness of a web site (Ahn et al., 2004; Cao et al., 2005). This study also indicates the same results. Service quality does strongly influence perceived usefulness of the virtual community. The significance level and R2 shows that service quality does influencing perceived usefulness of the virtual community.

Sense of belonging positively influences behavior intention to use the virtual community.

Hagerty et al. (1992) defined sense of belonging as “the experience of personal involvement in a system or environment so that persons feel themselves to be an integral part of the system or environment”. The significant level for this hypothesis indicates a significance result where the hypothesis is acceptable. The behavior intention less influence by sense of belonging.

Perceived usefulness less influences sense of belonging to the virtual community. When user belief in their ability to obtain information and services, share their experiences with others, and enhance their performance in information exchange while using the virtual community, user will feels a strong sense of belonging in the VC. The significant level for this hypothesis is 0.00 and the R2 is high. Therefore the hypothesis is acceptable.

Perceived ease of use less influences sense of belonging to the virtual community. When the user found the virtual community easy to operate, they are likely to have a strong sense of belonging because the experience of personal involvement in a system or environment so that persons feel themselves to be an integral part of the system or environment is high but they are likely to have a low sense of belonging because the experience of personal involvement in a system or environment so that persons feel themselves to be an integral part of the system or environment is weak. This statement is supported by the results of the hypothesis which shown a significant level of 0.00 but moderate R2.

Perceived ease of use less influencing perceived usefulness of the community. Information and other usefulness of VC such as social needs are obtainable when the users know how to make use of VC effectively. This hypothesis is acceptable when the significance level indicates an acceptable result and influential.

Offline activities influence sense of belonging to the virtual community. Offline activities are activities conducted face-to-face and off the internet line. The activities include communicate

through other devices such as telephone, informal meetings and actively participate in regular offline community meetings. The significant level for this hypothesis is acceptable. Offline activities do influence sense of belonging to the virtual community but less influential.

Another hypothesis is satisfaction influence loyalty. VC are satisfied when the information, system and service quality content is excellent, significant level of perceived ease of use and perceived usefulness, have sense of belonging to the VC and the intention to visit the websites also be part of the VC. From the research, the hypothesis is acceptable since the significant level is 0.00 but satisfaction according to youth participants is not the main determinants of loyalty to current VC web sites.

This research summarized that system quality is strongly influence perceived ease of use because the R2 is high followed by service quality strongly influence perceived usefulness. But the lowest R2 in this study is sense of belonging influence behavior intention followed by information quality less influence perceived usefulness. System quality in a web-based information system measures the functionality of a web site. System reliability, convenience of access, response time and system flexibility are examples of qualities valued by users (DeLone and McLean, 2003; Nelson et al., 2005). Moreover, Yoo et al. (2002) argued that system quality is especially important in the context of virtual communities, because many community members are reluctant to use the web site when they experience lack of access, difficulty in navigating the web site, frequent delays in response and frequent disconnection.

A high-quality web site can generate a comfortable virtual environment where users can easily identify functional groups and navigation aids, and ensure efficient information exchange.

Service quality measures the overall support delivered by the web site, and includes trust, responsiveness and personalization (Keating et al., 2003; Lee and Lin, 2005). Previous studies have argued that service quality is a useful predictor of the perceived ease of use and usefulness of a web site (Ahn et al., 2004; Cao et al., 2005).

Besides that, this research indicates, most youth respondents from urban area are slightly agree that the virtual community provides them with a complete set of information. But most rural respondents are agreeing that the virtual communities can be adapted to meet a variety of needs.

Personalized information is important for rural respondents compare for urban as the means is higher. Rural respondents slightly agree which virtual community members often meet each other in informal meetings.

For most youth respondents from rural area, they are agreeing that would be easy for them to become skillful at using the virtual community. They also agree that for overall, using the virtual community meets their needs. They feel a strong sense of belonging to the virtual community. Urban respondents slightly believe it is worthwhile for them to return to use the virtual community in the next time.

Moreover, based on the result, it shows most youth respondents are consistently update themselves with the latest technology. Mostly, they are slightly agreed with information quality which the virtual community provides them with a complete set of information. But most respondents who are not consistently updating themselves with the latest technology agree that the virtual communities can be adapted to meet a variety of needs. Personalized information is important for respondents consistently updating themselves with the latest technology compare for those who are not as the means is higher. Respondents who are consistently updating themselves with the latest technology slightly agree which virtual community members often meet each other in informal meetings.

For most youth respondents who are consistently update themselves with the latest technology, are agree that would be easy for them to become skilful at using the virtual community. They also agree that for overall, using the virtual community meets their needs. They feel a strong sense of belonging to the virtual community. But for respondents who are less updating themselves with latest technology slightly believe it is worthwhile for them to return to use the virtual community in the future.

Conclusions

Virtual Communities can be defined as groups of people with common interests and practices, who communicate for some duration in an organized way over the Internet through a common location or mechanism (Ridings et al., 2002). Additionally, a virtual community can be defined as a group of individuals who communicate using electronic means such as the Internet, and thus share interest without the need to be in the same place, have physical contact or belong to the same ethnic group (Kardaras et al., 2003). Therefore, virtual communities’ web sites providers need to pay attention to enhance both online and offline interactions, including content management, specific sets of web site functions and offline communication.

There are several determinants of success factors for their virtual communities. The success factors are in terms of the information, system and service quality, perceived ease of use, perceived usefulness, participation in offline activities, the sense of belonging and attitude/behaviors intention. Lin and Lu (2000) also argued that information quality is a valuable predictor of the perceived ease of use and usefulness. Therefore, this study hypothesize that information quality clarity will have positive effect on perceived ease of use and perceived usefulness of virtual communities.

System quality in a web-based information system measures the functionality of a web site.

System reliability, convenience of access, response time and system flexibility are examples of qualities valued by users (DeLone and McLean, 2003; Nelson et al., 2005). Service quality measures the overall support delivered by the web site, and includes trust, responsiveness and personalization (Keating et al., 2003; Lee and Lin, 2005). Furthermore, DeLone and McLean (2003) argued that service quality is a significant dimension of information system success in the e-commerce environment, where customer service is crucial. Service quality is important in the context of virtual community, because online communication lacks face-to-face contact.

Therefore, online businesses and community providers should provide effective online support, such as trust mechanisms provided by the virtual community, prompt customer service, and personalized information and attention. Besides that, there is also a study that found better service quality will have a positive influence on perceived ease of use and perceived usefulness of virtual communities. When there is an excellent influence on perceived ease of use and perceived usefulness of virtual communities’ loyalty and satisfaction among the youth participants can be developed.

Based on the findings, researched questions and objectives are achieved. From the findings of the analysis, there is significant relationship between information, system and service quality, perceived ease of use, perceived usefulness, participation in offline activities, the sense of belonging and attitude/behaviors intention. The findings also showed that the hypotheses are also significant. This can be showed from the regression and correlation analysis. The significant level is less than 0.05 and the r and r2 value are strong. Satisfaction and loyalty are developed when the information, system and service quality, perceived ease of use, perceived usefulness create a positive influence on the sense of belonging and attitude/behaviors intention of the youth to visit the VC websites again. From the descriptive statistic, I found that most of

the youth participants agree that they are satisfied with the current virtual community websites.

But the lowest mean show that the youth participant are slightly disagree of virtual community members actively participate in regular offline community meetings. This might be because they are more preferred to communicate or have community meetings through online service.

There are also strong relationships between 3 items of online quality service. There are information, system and service quality. The correlation coefficient indicates the three elements are related to each other.

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