This study tried to analyzed the relationship between online community characteristics, trust, loyalty and purchase intention in order to suggest to a methodology for performance 6hypothesis were constructed for analysis based on previous literature review. For the empirical study, a survey was performed from March 15, 2013 to May 15, 2013 and 253 of 300 questionnaires were used as the final data for analysis by respondents who have been experienced in online community. The results of empirical analysis shows that online community characteristics gave significant effect on trust, loyalty and purchase intention and trust gave positively effect to loyalty and purchase intention. Besides loyalty also positively affected on purchase intention. These result explains that firms which try to create customers must built high level of online community characteristics, and should be realized construction of trust and loyalty for maintenance of created purchase intention. For this, management of online community should be required through the high level of performance. These result explains that firms which try to take superior of performance should be realized in online community characteristics, trust, loyalty and purchase intention. This research provides many suggestions but the critical point of the research demonstrates a limitation of generation because of not selecting all online communities as the target samples and online community characteristics. The research is required to choose more extensive online community.