Abstract:

The purpose of this study is to analyze the crucial factors affecting university students’ addiction towards online communities. The study examines the effect of (i) the desire to connect with each other, (ii) the desire to earn money, and (iii) the desire to share files, as possible leads in university student’s addiction towards online community. Statistical analyses were carried out on responses to questionnaires to determine the significant contributor. Data were collected both through online and offline means. The study is still ongoing and this paper presents the preliminary findings of the research. Five hundred samples were selected upon filtration for data analysis in this study. Results reveal connecting with each other as the most important factor that contributes to addiction of university students towards online community. To facilitate the adoption of university students to online Communities, there are several factors that community managers can focus on: (a) notifier midget embedded in internet messaging system, (b) points given for participating in online forums, (c) flexibility in the online design and  (d) ease of online registration.