The Effects of Consumers´ Social Needs on Customer Satisfaction within Virtual Internet Community

The purpose of this paper is to add new insights into the customer satisfaction judgment in the context of virtual internet community. Consumers´ social needs such as respect, participation and communication are studied to be the main motivations of consumers to join the virtual internet communities. This research then examines how consumers´ social needs affect their satisfaction, proposing the hypotheses. The findings present theoretical attributions to the virtual internet communities literature. In addition, further managerial and future researches can be derived.