This paper describes a method for combining perceived community support, relationship quality, and the extended Technology Acceptance Model in the same empirically-derived associative network. Our research also examines the moderating role of accumulation of knowledge (based on beliefs and opinions) derived from social interactions. As the beneﬁts of community participation and integration might be differently evaluated by new and long-term users, our research examines the associative network by levels of user familiarity. The Pathfinder algorithm is a valid approach for determining network structures from relatedness data. Such a graphical representation provides managers with a comprehensible picture of how social behaviours relate to loyalty-based dimensions.
Perceived community support, relationship quality and an extended technology acceptance model: a knowledge structures exploration on social network sites / Sánchez-Franco M., J; De Canio, F.; Muñoz-Expósito, M.; Villarejo-Ramos, A.; Pellegrini, D.. - (2016). (Intervento presentato al convegno Academy of Marketing 2016 Conference tenutosi a Newcastel, UK nel 4-7 July, 2016).