Abstract
AbstractRecently, Interactive networking platform is to be a popular trend in Taiwan such as online games, bulletin board, virtual communities etc. People on the interactive platform can have a "social interaction" with other internet users and get a personal social network. People got online social network is a valuable resource from social capital theory. This paper shows an impact on social capital person perceived from online interactive platform. The development of a structural model based on social capital theory, and the model with six variables: interaction tie, shared values, trust, norms of reciprocity, bonding social capital person perceived, and bridging social capital person perceived. People ever used the Internet to meet or know other Internet users by interactive platform are studied. The study method is by questionnaires. This paper collected samples from several interactive platforms. Finally, this study collected 960 questionnaires, 865 questionnaires were valid, the valid return rate of 90.1%. This paper randomly selected 350 samples for empirical analysis by structural equation model. The findings of study are as follows,Norms of reciprocity is significantly directly affect bridging and bonding social capital person perceived and is the main affected factor. Norms of reciprocity, has mediating effect between interaction tie and shared values, is a mediate variable affect the individual perceived social capital. In addition, trust is the core of social capital theory, but in this study found "interaction" is not significantly positively to affect the trust. Moreover, trust does not have a positive influence on bridging and bonding social capital person perceived.By the structural model found online interpersonal development of social capital person perceived need to establish norms of reciprocity, which can positively influenced on trust, is positively influence on social capital. People with different purposes participated interactive networking platform, but trust of users is not easy by the positive impact of online social interaction; hence, trust is not a mediator. Finally, according to result of this article, building up norms of reciprocity, which has mutual benefit, is a main factor for online social capital and affect people perceived.Key words: bridging social capital, bonding social capital, norms of reciprocity, trust