The Psychological Contract Breach Impact Studies, The Conduct Of Members Of The Virtual Community

In recent years, social networking service virtual communities (SNS virtual communities) become popular in the world. Although many virtual communities failed and withdrew from the market, the other virtual communities survived. Thanks to the new business models and operation patterns, many virtual communities attract lots of internet users and investors. However, the virtual communities are facing many problems, such as how to maintain the number of the users and their passions. There are many studies on virtual community so far. Researchers have studied many factors, such as the needs of the users and the motivations of the users, which may affect the behavior of the users and the success of the community. Since SNS virtual communities, which focus on supporting the users to maintain their relationships with others, are different from the traditional virtual communities, the old theory can not help us to understand the behaviors. This research is conducted, so that we can reinforce the theories about the virtual communities, and we can also give more advice on how to operate a SNS virtual community.We want to find out the factors which affect the behavior of the users of the SNS virtual communities and how the factors act. After a literature review on virtual community, all kinds of theories on the needs of the users are summarized. Then inspired by the theories in the field of organization such as psychological contract violation, organization identity and EVNL behavior, we construct a model and several hypotheses about the user behavior. In order to verify the model and hypotheses, a survey is conducted, and the data collected are processed by SPSS and SmartPLS. The result indicates that the main part of our theory is reasonable, though three hypotheses are rejected. The empirical research find that the effect of transactional psychology contract violation to community identity is insignificance, and the effect of community identity to exit behavior and neglect behavior is insignificance too, which are different from our theory. Then we analyze the differences between our theory and the empirical research, and adjust part of the theory.At last, we summarize our results, the contribution of this study in the virtual community research field and suggestion we can give to the SNS virtual community operators. We also realize that there are many drawbacks in this study; meanwhile we discuss the further direction of future research.