Introduction Virtual communities have changed lifestyles and interpersonal relations, creating an internet community culture. They are a primary medium of emotional contact with others. American psychologist estimated that more than 350 million people have Facebook Addiction Disorder (FAD) (Hong et al., 2014; SickFacebook.com, 2010), some kind of virtual community addiction (VCA). An average of 728 million people use Facebook every day, and users spend much time on Facebook (Hong et al., 2014). 80.24% of university students think that Facebook is an important element of social culture (Thompson & Lougheed, 2012). VCA has been explored in psychology in the past. This study adds three psychological dimensions and sense of virtual community when investigating the antecedents of VCA. The results of this study may direct public attention to VCA and help develop guidelines for online marketing and operation of virtual communities. Literature review and hypotheses development Virtual community addiction (VCA) Many people are not aware of addictive in virtual community. While some addictive behaviors are considered mental disorders, an increasing number of studies has found potentially addictive behavior involving computers and the internet (Andreassen et al., 2012), including video game addiction (Fisher, 1994), Internet addiction (Beard, 2005), mobile phone addiction (Choliz, 2010), and online addiction (Griffiths, 2012). The definition of Internet addiction remains controversial. This study defines VCA as a tendency that users forced to use and even can not control not to use for the virtual communities. Virtual community codependency (VCC) Although codependency lacks a clear definition, there are only two perspectives on codependency that are relevant to this study. First, codependency is a learned helplessness, resulting in individuals who cannot create or participate in interpersonal relationships in the future (O’Gorman, 1993). Second, codependency is a pattern of dysfunction in interpersonal relationships. According to the social compensation theory, if people feel insecurity and negative social identity in real life interpersonal networks, they may spend more time using virtual communities as compensation. Therefore, we hypothesize: H1. Virtual community codependency (VCC) positively influences virtual community addiction (VAC). Sense of virtual community (SVC) Blanchard (2007) defined the SVC as members feel membership, a sense of belonging and attachment to the group through electronic communication. Abfalter et al. (2012) defined the SVC as members having a sense of ‘spirit of belonging together’ in a virtual community. Members are interacting more, making them develop close relationships that lead to a stronger bond (Abfalter et al., 2012; Chavis et al., 1986; Obst et al., 2002). Facebook is widely used in the virtual community, regardless of the number and use of the degree has been increasing. Thus, we conclude that high VCC will need individuals to have a desire to derive compensation from the virtual community that cannot be achieved in the real world. If people in this community have similar needs, priorities, and goals, increasing the use of Facebook will lead to an increase in VCA. We propose the following hypothesis: H2. The relationship between the Virtual Community Codependency (VCC) and Virtual Community Addiction (VAC) is mediated by the Sense of Virtual Community (SVC). Behavioral inhibition system (BIS) and behavioral approach system (BAS) Gray (1982) proposed the most widely applied pair of systems controlling behavioral activity, the behavioral inhibition system (BIS) and the behavioral approach system (BAS). These are intrinsic motivation systems in charge of desire and disgust (Carver & White, 1994). They are used to measure the sensitivity of individuals to punishment avoidance and to reward acquisition. When the sensitivity of an individual toward penalty/reward is higher, their response to a stimulus is greater (Linden et al., 2007). Studies also show that Internet addiction and BIS are related (Yen et al, 2009). Thus, we conclude that high VCC will be stimulated by BIS when there is an accident or a novel experience, and negative emotional reactions will seek to be resolved in the virtual world. Hence, Facebook users will to escape from the real environment to the virtual world, so as to addict on the virtual community. This leads to the following hypothesis: H3. The direct relationship between the Virtual Community Codependency (VCC) and Virtual Community Addiction (VAC) is mediated by the Behavioral Inhibition System (BIS). BAS is based on motivations for an individual to pursue and achieve goals. BAS is more active and more sensitive to external reward clues, leading to stimulated sensory seeking behavior (Beauchaine et al., 2001). If the incentive clues appear, individuals who have high BAS are more prone to short positive emotions and approaching behavior individuals with low BAS. Thus, we speculate that high VCC will be stimulated by BAS when there is reward responsiveness or when driven in pursuit of goals in the virtual community. It will also make it more likely to engage in fun seeking in virtual communities. Thus, Facebook users deeply trapped in the virtual environment by BAS stimulation and fail to pull themselves out. Therefore, we hypothesize: H4. The direct relationship between Virtual Community Codependency (VCC) and Virtual Community Addiction (VAC) is mediated by the Behavioral Approach System (BAS). Methodology Survey development and measurement We adapted a number of scales (Abfalter et al., 2012; Andreassen et al., 2012; Carver & White, 1994; Fischer et al., 1991) and compiled a 55 item self-report scale questionnaire. Following the procedure recommended by Churchill (1979), we pre-tested the scale on 30 college students to determine the reliability and validity of the constructs. Based on the feedback, we refined the measures and ensured that all of the questionnaire items were applicable to our research. Finally, 53 valid items were retained in the formal questionnaire. Data collection and sample profile We used a web-based survey to collected data from the Youthwant survey platform in Taiwan. This was a more effective way to search for respondents for this study. The formal questionnaires were free to answer by members of the network platform. The participants were told of the survey’s importance to trigger participant’s interest, and give a 10 bonus points as reward. A total of 224 questionnaires were returned, 3 invalid and 221 effective. Respondents were evenly distributed across various ages between 18 and 50 years. The majority of respondents were female (60.2%) and only about 23.1% were students. Most respondents had completed university education (60.6%). 93.6% had been used Facebook for more than one year, with 63.3% having over four years of membership. 70.6% use Facebook more than once a day and for 82.8%, daily usage is at least a half hour, while 71.0% exceed a half an hour each time they use Facebook. This shows that of all respondents were long-term users. Results The total effects are determined by testing the direct impact of VCC on VCA without the mediator constructs. The results (see Table 1) show a significant relationship between VCC and VCA (β11 = 0.572, p < 0.001), supporting H1 (VCC positively affects VAC). The mediating effect is slight but statistically significant. 0.096 of the indirect effect is the result of the effect of VCC on SVC, which in turn influences VCA. The direct relationship between the VCC and VCA is significant as mediated by the SVC. Thus, H2 was supported. The mediating effect involves testing the direct relationship between the VCC and VCA mediated by the BIS. The results show a significant relationship between VCC and VCA (β13 = 0.488, p<0.001). VCC positively and significantly affects BIS (β12 = 0.493, p < 0.001). The effect of BIS on VCA is also positively significant (β23 = 0.169, p <0.05). This was confirmed by the evaluation of the structural model results. The direct effect is 0.488 (t = 5.661, p < 0.001) and the indirect effect is 0.083 (0.493  0.169= 0.083) which is significant (z = 2.039, p < 0.05) by Sobel test. Thus, the direct relationship between the VCC and VCA is slightly mediated by BIS. H3 was supported. The VAF of the model is 33.70% (0.193 / (0.380 + 0.193)  100%). In this situation, a VAF larger than 20% and less than 80% can be characterized as partial mediation (Hair et al., 2014). The ƒ2 effect size is 0.117, showing that BAS has medium effects on VCA. Thus, H4 was supported. Discussion This study is a step by step quantification of how changes in virtual community codependency (VCC) are related to changes in virtual community addiction (VCA) directly and indirectly through one or more mediators. First, the results show a strong relationship between virtual community codependency (VCC) and virtual community addiction (VCA). Furthermore, we cannot deny that the sense of virtual community (SVC) has a small mediating effect on the direct relationship between virtual community codependency (VCC) and virtual community addiction (VCA). The increased use of Facebook when there is a sense of the ‘spirit of belonging together’ can lead to increased tendency to virtual community addiction (VCA). The results are supported by Fischer et al. (1991) and Hong et al., (2014). Limitations and future research directions There are limitations in this study. First, this study does not have a large sample. Second, with technology advances and use behavior changes, the popularity of virtual communities and dependency is rising. The virtual community addiction scale can only evaluate the current situation. This study investigated the latent variables that determine partial or complete mediation using the AVF of Hair (2014). The judgment of AVF uses rules of thumb and awaits meta-analysis of partial and/or complete mediation in the future. Finally, future research could examine virtual communities in other cultures.

With the rapid development of network economy and information technology, customers through the internet platform to participate in product development and innovation, dominant the spread of value proposition engagement spread, etc., has become an important part of the creation of customer assets, as well as a profound change in brand management. This paper constructs a model of how the brand experience affects customer assets in the virtual branding community under the perspective of value co-creation, analysis the impact of value co-creation of customer participation (sponsored value co-creation and autonomous value co-creation), the motivation of value co-creation on brand experience, and then on customer assets. This paper also explores the regulatory effect of value proposition engagement in brand experience and customer asset. This study will use the involvement theory and the theory of stimulus-response for empirical research, and through the questionnaire survey of consumers, using SPSS20.0 and AMOS20.0 statistical software on the relevance of relevant variables to grasp, and carries on the analysis using structural equation model. The research of this paper will enrich the exposition and explanation of building a brand experience better through value co-creation in virtual brand community, and provide theoretical support and practical advice for the implementation and management of customer assets.

This study explores the relationship among brand experience, consumer satisfaction and brand loyalty with virtual experience and the virtual community as the intervening variables. We intend to discuss how the new concept of ‘brand experience’ impacted by the internet environment. We integrate the following new research subjects together: brand experience, virtual experience and virtual community. As the research purpose is to understand the effects of virtual environments on brand experience on consumer satisfaction and on brand loyalty, it takes virtual experience as the intervening variable to discuss whether it positively or negatively influences the relationship between brand experience and consumer satisfaction, and takes the virtual commodity variable as the intervening variable to discuss whether it positively or negatively influences the relationship between consumer satisfaction and brand loyalty. This study takes the virtual community members of apple brand in taiwan as the research subjects and 516 questionnaires were completed and returned. The results show that the brand experience had a positive effect on the consumers’ satisfaction and brand loyalty. In addition, the virtual experience has a positive moderating effect on the relationship of brand experience and consumer satisfaction. Finally, this study also discovered that the virtual community also has a positive moderating effect on the relationship between consumers’ satisfaction and brand loyalty.

  The purpose of this study is to identify the factors determining users" acceptance of individualized virtual community. While there has been considerable research on the Technology Acceptance Model (TAM) that has predicted whether individuals will accep

이 연구는 가상현실 기반의 음악교육 콘텐츠를 개발하고, 그 효용성에 대하여 논의하는 것을 목적으로 한다. 이 연구에서는 교원학습공동체 소속의 교사 8명이 가상현실에 기반을 둔 가창학습 콘텐츠와 뮤지컬 공연 콘텐츠를 제작하는 과정에서 나타난 효용성과 자신이 겪은 경험에 대하여 논의를 한다. 이 연구에서 개발된 가상현실에 기반한 가창학습 콘텐츠의 특징은 첫째, 온라인 교수 환경에서도 모델링과 피드백에 유용한 콘텐츠이다. 둘째, 가상현실을 활용한 교수 환경을 통해 시 공간 개념을 확장하였고 전통 교실에서 어려웠던 1대 1 교수학습 환경을 제공한다. 셋째, 클라우드 기반의 모바일 교과서를 제공함으로써 학생들이 자기 주도적으로 학습할 수 있도록 설계되었다. 또한 교원학습공동체를 통한 콘텐츠 개발과정에서 나타난 교원들의 경험과 실천에 대한 논의의 결과는 다음과 같다. 첫째, 학습콘텐츠의 제작 과정에서 교사들은 시행착오 및 반성적 성찰을 통해 교사전문성이 성장하는 것으로 나타났다. 둘째, 교육콘텐츠 제작 후 공문 및 다양한 채널을 통해 나눔을 실천함으로써 교육크리에이터로서 보람과 긍지를 느꼈다. 셋째, 교원학습공동체의 자발성과 비전의 공유는 콘텐츠 제작을 위한 학습 참여에 긍정적인 요인으로 작용하였다. 콘텐츠의 개발 과 효용성에 관한 논의는 비대면 온라인 시대 음악교육의 발전을 위해 큰 기여를 하리라고 본다.