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The utilization of established virtual communities as a source of profit has become crucial for virtual community service providers. Thus, the service providers should try to determine what types of users are present in their communities, that is, whether the use of the community is utilitarian or hedonic. They would then be able to ascertain what type of trust is to be facilitated. When the service providers understand the kind of trust they need to develop to induce members to use the sitedoi:10.1016/j.procs.2014.05.370 fatcat:r2fvvsfoqbb6llhcdopoqkj3gi