Luận văn thạc sĩ Quản trị kinh doanh: Vai trò của vốn xã hội đối với hành vi gắn kết của thành viên vào cộng đồng : Một nghiên cứu về các cộng đồng trực tuyến trong lĩnh vực bất động sản tại Việt Nam

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THE ROLE OF SOCIAL CAPITAL IN MEMBER

ENGAGEMENT: A STUDY OF ONLINE COMMUNITIES IN REAL ESTATE IN VIETNAM

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ABSTRACT

Today's online community is successful in promoting participation & engaging community members The increase in social capital, self-efficacy for members, contributes to promoting the integration of members into the community

In the context of research on the online real estate community in Vietnam, this study proposes a research model on member engagement (word of mouth, customer helping customers, customer helping community) with relationships with social capital (relational capital, structural capital, cognitive capital), community identify, & self-efficacy

The processors are processing information through the underst&ing of the products & officially researched Research diagram (including preliminary computational studies, preliminary quantitative studies) to adjust & supplement the variable observations made in the previous study to suit the actual conditions in Vietnam, 80 samples for rating the trust of the scale Quantitative formal research, conducted on 312 samples of members participating in the online real estate community in Vietnam, the results support all 11 hypotheses proposed by the research

Specifically, social capital, self-efficacy, community identify positively affect the member engagement (word of mouth, customer helping customers, customer helping community) At the same time, social capital also has a positive effect on self-efficacy & community identify

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