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

http://dx.doi.org/10.1080/01449290903398190

ISSN (print)

0144929X

ISSN (electronic)

13623001

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