Abstract:

The virtual community as an emerging media of Web 2.0, is dedicated to provide service for communication and interaction between users and ensure that the users take active part in community activities and community construction. Users are critical for the survival and development of virtual community. This study, based on previous research results, built up a conceptual model. Then empirical data is collected from questionnaire and Structural Equation Modeling (SEM) is used to test the conceptual model. The results indicate that support for member communication, recognition for contribution to community and freedom of expression have positive effect on community commitment. And community commitment positively affects on users' loyalty to community. This study provides reference and suggestions for the development of community.

Key words: Virtual community, Users’loyalty, Critical factors