Effects of the sense of virtual community on loyalty
The sense of virtual community is defined as the sense of being tied to the group. It is relatively a new concept that needs more exploration. First, this research develops a French scale measure for it. The latter relies on the scale measure of Koh and Kim (2003). Second, its influence on loyalty is explored. Data from 342 members of company-managed virtual communities have been collected. Results show that the sense of virtual community favours loyalty. However, it makes weaker the influence of the relationship quality on loyalty.