A Study of Web Communication’s Use and Satisfaction on Leisure Sports Community

Abstract

The purpose of the research is to prove that the cognition of offline organization’s characteristic among leisure sports community members has an effect on both usage satisfaction and attribute satisfaction through the using level of Web community. 993 subjects who participated in offline and Web leisure sports community were selected by convenience sampling method. The data was analyzed by SPSS 15.0 and AMOS 7.0 for confirmatory factor analysis and structural equation model. The results were as follows; first, community’s characteristic had affected Web communication's attributes. Second, harmony of members on attributes of communication had direct effects on Web communication satisfaction. Third, Web community’s attribute affects motivational spend time of using level. Fourth, motivational spend time of using level had affected Web communication satisfaction. In general, off-line organization’s characteristics affects Web community's attribute, and Web community‘s attribute has effect on Web communication satisfaction directly and indirectly by using level.