Antecedents of Sense of Virtual Community: An Empirical Study of QQ Group in Chinese College Students

QQ group is a popular virtual community network based on QQ, an instant messaging system. To examine what factors contribute to college students experience of sense of virtual communities, 270 QQ group users were surveyed. The findings indicate that perceived usefulness, perceived ease of use and perceived enjoyment were positively related to membership and influence. Perceived enjoyment and exchanging support were positively related to immersion. But perceived ease of use was negatively related to immersion.