Document Type
Journal Article
Department/Unit
Department of Finance and Decision Sciences
Title
Predicting continuance in online communities: Model development and empirical test
Language
English
Abstract
Popular interest in online communities has grown rapidly in recent years as a result of the widespread diffusion of Web 2.0 applications. However, the full values and potential of online communities cannot be realised without users' ongoing participation. Thus, this study aims at developing and empirically testing a research model to examine users' continuance intention to participate in an online community based on an extended information systems (IS) continuance model. Specifically, entertainment value and affective commitment are included in the IS continuance model and empirically examined in the context of online communities. A total of 240 returns collected from an online survey, which was conducted among users of a website bulletin board-based community in China, were analysed using partial least squares. The results reveal that users' continuance intention to participate in an online community is determined by both satisfaction and affective commitment. Satisfaction and affective commitment are, in turn, influenced by positive disconfirmations of purposive and entertainment values. The findings of this study contribute not only to theory building in online community continuance but also inform online community moderators in their effort to develop strategies for retaining their users. © 2010 Taylor & Francis.
Keywords
affective commitment, entertainment value, information systems continuance, online community, purposive value, user satisfaction
Publication Date
2010
Source Publication Title
Behaviour and Information Technology
Volume
29
Issue
4
Start Page
383
End Page
394
Publisher
Taylor & Francis
DOI
10.1080/01449290903398190
Link to Publisher's Edition
ISSN (print)
0144929X
ISSN (electronic)
13623001
Recommended Citation
Jin, Xiao-Ling, Matthew K. O. Lee, and Christy M. K. Cheung. "Predicting continuance in online communities: Model development and empirical test." Behaviour and Information Technology 29.4 (2010): 383-394.