Post-Adoption Beliefs Influencing Continued Participation in Virtual Communities

Post-Adoption Beliefs Influencing Continued Participation in Virtual Communities

Jong-Ae Kim

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Kyonggi University

Post-Adoption Beliefs Influencing Continued Participation in Virtual Communities

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Abstract

This study aims to investigate what motivates individuals to continue to participate in virtual communities. A comprehensive model that incorporates the antecedents of individuals’ behavioral intention to continued participation in virtual communities is proposed and empirically tested. The data for this study were collected through a Web survey and analyzed using structural equation modeling. The results indicate that attitude toward participating in virtual communities is a significant predictor of continuance intention. The strongest influence on attitude toward participation was found for perceived enjoyment. Perceived usefulness and subjective norm were found to have significant positive influences on attitude toward participation. The implications of the results of this study are expected to contribute to identifying key predictors of individuals’ continued intentions to participate in virtual communities and provide insights into effective strategies to vitalize virtual communities in the post-adoption stage.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Jong-Ae Kim. 2016. \u201cPost-Adoption Beliefs Influencing Continued Participation in Virtual Communities\u201d. Global Journal of Human-Social Science - C: Sociology & Culture GJHSS-C Volume 16 (GJHSS Volume 16 Issue C2).

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GJHSS Volume 16 Issue C2

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Journal Specifications

Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

Keywords

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GJHSS-C Classification FOR Code: 160808

Submission ReceivedDecember 6, 2015
Peer Review Double Blind
Handling Editor
Accepted January 1, 2016
Published January 15, 2016

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v1.2

Issue date

March 31, 2016

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Article Matrices

Total Score: 131

Country: South Korea

Subject: Global Journal of Human-Social Science - C: Sociology & Culture

Authors: Jong-Ae Kim (PhD/Dr. count: 0)

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Publish Date: 2016 03, Thu

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Total Views: 3966

Total Downloads: 2044

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