Influencing Factors of Usage in Virtual Communities with Real-Name System: An Empirical Research

On the basis of extant literatures, we built a conceptual model of the relationship between perceived quality, trust, extrinsic motivation, intrinsic motivation and usage in the virtual communities with real-name system, and proposed some hypotheses about them. To test the hypotheses, we designed a questionnaire, and collected data from the members who use virtual communities with real-name system. We used SPSS15.0 and AMOS 16.0 to analyze the collected data. We found that perceived quality, trust, extrinsic motivation and intrinsic motivation all significantly influence usage. Additionally, perceived quality has a positive correlation with trust.