Lee, Hyoung-Yong, et al. "Comparative analysis of trust in online communities." Procedia Computer Science 31 (2014): 1140-1149.

This research examines the significance of identifying user types (utilitarian or hedonic) within virtual communities to facilitate appropriate trust development, based on the Technology Acceptance Model. It differentiates between two types of trust in virtual communities and investigates their effects on usage acceptance. Through a structural equation model, the study highlights how understanding the specific trust required enables virtual community service providers to enhance site usage and manage communities more effectively.