An empirical research into the online behavior model in a virtual community-the case of cross validation in causal modeling
Authors: Tai-Kuei Yu
Journal: Chia Da Management Review. Jun. 2005, 25(1): 67-95.
Keywords: Virtual Community; Structural Equation Modeling; Cross Validity
Abstract:
With the simplification of internet technology, the technical requirements necessary for internet users have drastically declined. This
has changed the traditional communication model of interpersonal relationships and created many internet communities. A virtual community
has to satisfy the desire for interaction among its visitors, fulfill their need to communicate with others in the community and
furthermore deepen their degree of participation. How a virtual community attracts and keeps its visitors is worth pondering. This study
presents a causal model of ”the online behavior model in a virtual community.” The questionnaires were filled out at internet cafes
located in the east district of Tainan, 516 valid of questionnaires were returned and were divided into two groups according to random
numbers. Through structural equation modeling, the results came out as follows: (1) In the research model, the variation R^2 of each
latent dependent variable to the holistic model rated as behavior (0.881), behavioral intention (0.386) and attitude (0.691) respectively,
which shows that the revised theory of planned behavior is an acceptable model in the relevant online virtual community. (2) In respect of
the double cross test, the cross validation index (CVI) read as 10.87 and fell between a significant level (α=0.05) and a confidence
interval (10.13~11.64) when the calibration sample was taken as the basic model; conversely, the cross validation index (CVI) read as 8.32
and fell between a significant level (α=0.05) and a confidence interval (7.77~8.89) as the validation sample was the basic model. The two
sets of samples present cross validity; the research questionnaire and model are highly acceptable.