Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
권호 표지
DOI QR코드

DOI QR Code

Understanding Continuous Use of Virtual Communities : A Comparison of Technical and Social Perspectives

온라인 커뮤니티의 지속적 사용에 대한 이해 : 기술적 관점과 사회적 관점의 비교

  • Received : 2013.07.26
  • Accepted : 2013.11.25
  • Published : 2013.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The aim of this study is to find the model that best explains members' continued use intention in virtual communities by comparing technical and social perspectives applied in IS context. With the eight major variables identified from prior studies, four alternative models were formulated:1) A base model from Information Systems (IS) continuance perspective, 2) IS continuance model with technology-acceptance perspective, 3) IS continuance model with social-capital perspective, and 4) IS continuance model with socio-technical combined perspective. The adequacies of these four models with different perspective highlighted were tested using survey data collected from virtual community users in Korea. The findings indicated that the IS continuance model and social-capital perspective is the most efficient model that best explains the members' continued use intention in virtual communities.

Keywords

References

  1. Adams, D., R. Nelson, and P. Todd, "Perceived Usefulness, Ease of Use, and Usage of Information Technology : A Replication", MIS Quarterly, Vol.16, No.2(1992), pp.227- 247. https://doi.org/10.2307/249577
  2. Anderson, J. C. and D. W. Gerbing, "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach", Psychological Bulletin, Vol.103, No.3 (1988), pp.411-423. https://doi.org/10.1037/0033-2909.103.3.411
  3. Armstrong, A. and J. Hagel, "The Real Value of Online Communities", Harvard Business Review, Vol.74, No.3(1995), pp.134-141.
  4. Bagozzi, R. and U. Dholakia, "Intentional Social Action in Virtual Communities", Journal of Interactive Marketing, Vol.16, No.2 (2002), pp.2-21.
  5. Barnard, C., The Functions of the Executive, Harvard University Press, 1968.
  6. Bauer, H. and M. Grether, "Virtual Community : Its Contribution to Customer Relationships by Providing Social Capital", Journal of Relationship Marketing, Vol.4, No.1/2 (2005), pp.91-109. https://doi.org/10.1300/J366v04n01_07
  7. Bhattacherjee, A., "Understanding Information Systems Continuance : An Expectation- Confirmation Model", MIS Quarterly, Vol. 25, No.3(2001), pp.351-370. https://doi.org/10.2307/3250921
  8. Butler, B. S., S. Kiesler, R. E. Kraut, and L. S., Community Effort in Online Groups : Who Does the Work and Why? In S. Weisband(Ed.), Leadership at a Distance, KA : Erlbaum : Lawrence, 2007.
  9. Callero, P. L., J. A. Howard, and J. A. Piliavin, "Helping Behavior as Role Behavior : Disclosing Social Structure and History in the Analysis of Prosocial Action", Social Psychology Quarterly, Vol.50, No.3(1987), pp.247-256. https://doi.org/10.2307/2786825
  10. Chan, C. M. L., M. Bhandar, L. B. Oh, and H. C. Chan, Recognition and Participation in a Virtual Community, Paper presented at the The 37th Hawaii International Conference on System Sciences (HICSS), Hawaii, 2004.
  11. Chen, I., "The Factors Influencing Members' Continuance Intentions in Professional Virtual Communities-A Longitudinal Study", Journal of Information Science, Vol.33, No.4 (2007), pp.451-467. https://doi.org/10.1177/0165551506075323
  12. Cheung, C. M. K. and M. K. O. Lee, "The Structure of Web-Based Information Systems Satisfaction : Testing of Competing Models", Journal of the American Society for Information Science and Technology, Vol.59, No.10(2008), pp.1617-1630. https://doi.org/10.1002/asi.20881
  13. Cheung, C. M. K. and M. K. O. Lee, "Understanding the Sustainability of a Virtual Community : Model Development and Empirical Test", Journal of Information Science, Vol.35, No.3(2009), pp.279-298. https://doi.org/10.1177/0165551508099088
  14. Chiu, C., M. Hsu, and E. Wang, "Understanding Knowledge Sharing in Virtual Communities : An Integration of Social Capital and Social Cognitive Theories", Decision Support Systems, Vol.42, No.3(2006), pp.1872-1888. https://doi.org/10.1016/j.dss.2006.04.001
  15. Coleman, J. S., Foundations of Social Theory, Harvard University Press, 1990.
  16. Davis, F., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, Vol. 13, No.3(1989), pp.319-340. https://doi.org/10.2307/249008
  17. Davis, F., R. Bagozzi, and P. Warshaw, "User Acceptance of Computer Technology : A Comparison of Two Theoretical Models", Management Science, Vol.35, No.8 (1989), pp.982-1003. https://doi.org/10.1287/mnsc.35.8.982
  18. Fernback, J. and B. Thompson, Virtual Communities : Abort, Retry, Failure?, Howard Rheingold., 1995.
  19. Festinger, L., A Theory of Cognitive Dissonance, Stanford Univ Press, 1957.
  20. Flap, H. and B. Volker, Creation and Returns of Social Capital : A New Research Program, 2003.
  21. Fornell, C. and D. Larcker, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, Vol.18, No.1(1981), pp.39-50. https://doi.org/10.2307/3151312
  22. Gefen, D. and D. Straub, "The Relative Importance of Perceived Ease of Use in IS Adoption : A Study of e-Commerce Adoption", Journal of the Association for Information Systems, Vol.1, No.8(2000), pp.1-30.
  23. Hair, J. F., W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis(7ed.). Upper Saddle River, NJ : Prentice Hall, 2009.
  24. Harlow, L. L. and M. D. Newcomb, "Towards a General Hierarchical Model of Meaning and Satisfaction in Life", Multivariate Behavioral Research, Vol.25, No.3(1990), pp. 387-405. https://doi.org/10.1207/s15327906mbr2503_9
  25. Janik, A. and S. Toulmin, Wittgenstein's Vienna. New York : Simon and Schuster, 1973.
  26. Karahanna, E., D. W. Straub, and N. L. Chervany, "Information Technology Adoption Across Time : A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs", MIS Quarterly, Vol.23, No.2(1999), pp.183-213. https://doi.org/10.2307/249751
  27. Koh, J. and K. Kim, "Knowledge Sharing in Virtual Communities : An e-Business Perspective", Expert Systems with Applications, Vol.26, No.2(2004), pp.155-166. https://doi.org/10.1016/S0957-4174(03)00116-7
  28. Koh, J., Y. G. Kim, B. Butler, and G. W. Bock, "Encouraging Participation in Virtual Communities", Communications of the ACM, Vol.50, No.2(2007), pp.68-73.
  29. Kramer, R. M., "Trust and Distrust in Organizations : Emerging Perspectives, Enduring Questions", Annual Review of Psychology, Vol.50, No.1(1999), pp.569-598. https://doi.org/10.1146/annurev.psych.50.1.569
  30. Lakhani, K. R. and E. Von Hippel, "How Open Source Software Works : "Free' Userto- User Assistance", Research Policy, Vol. 32, No.6(2003), pp.923-943. https://doi.org/10.1016/S0048-7333(02)00095-1
  31. Lee, F., D. Vogel, and M. Limayem, "Virtual Community Informatics : A Review and Research Agenda", Journal of Information Technology Theory and Application, Vol.5, No.1(2003), pp.47-61.
  32. Li, D., G. J. Browne, and J. C. Wetherbe, "Why Do Internet Users Stick with a Specific Web Site? A Relationship Perspective", International Journal of Electronic Commerce, Vol.10, No.4(2006), pp.105-141. https://doi.org/10.2753/JEC1086-4415100404
  33. Limayem, M. and C. Cheung, "Understanding Information Systems Continuance : The Case of Internet-based Learning Technologies", Information and Management, Vol.45, No.4(2008), pp.227-232. https://doi.org/10.1016/j.im.2008.02.005
  34. Lin, H. F., "Antecedents of Virtual Community Satisfaction and Loyalty : An Empirical Test of Competing Theories", Cyber- Psychology and Behavior, Vol.11, No.2(2008), pp.138-144. https://doi.org/10.1089/cpb.2007.0003
  35. Lin, H. F., "Determinants of Successful Virtual Communities : Contributions from System Characteristics and Social Factors", In formation and Management, Vol.45, No.8 (2008), pp.522-527.
  36. Lin, N., Social Capital. Cambridge, UK : Cambridge University Press, 2001.
  37. Ma, M. and R. Agarwal, "Through a Glass Darkly : Information Technology Design, Identity Verification, and Knowledge Contribution in Online Communities", Information Systems Research, Vol.18, No.1(2007), pp.42-67. https://doi.org/10.1287/isre.1070.0113
  38. Moore, G. C. and I. Benbasat, Integrating diffusion of innovations and theory of reasoned action models to predict utilization of information technology by end-users. In K. Kautz and J. Pries-Heje(Eds.), Diffusion and Adoption of Information Technology (pp.132-146). London : Chapman and Hall, 1996.
  39. Moorman, R. H., "Relationship between Organizational Justice and Organizational Citizenship Behaviors : Do Fairness Perceptions Influence Employee Citizenship", Journal of Applied Psychology, Vol.76, No.6(1991), pp.845-855. https://doi.org/10.1037/0021-9010.76.6.845
  40. Morrison, E. W., "Role Definitions and Organizational Citizenship Behavior : The Importance of the Employee's Perspective", Academy of Management Journal, Vol.37, No.6(1994), pp.1543-1567. https://doi.org/10.2307/256798
  41. Mulaik, S. A., L. R. James, J. Van Alstine, N. Bennett, S. Lind, and C. D. Stilwell, "Evaluation of Goodness-of-Fit Indices for Structural Equation Models", Psychological Bulletin, Vol.105, No.3(1989), pp.430-445. https://doi.org/10.1037/0033-2909.105.3.430
  42. Myers, R. H. Classical and Modern Regression with Application(2ed.). Boston : PWSKENT, 1990.
  43. Nahapiet, J. and S. Ghoshal, "Social Capital, Intellectual Capital, and the Organizational Advantage", Academy of Management Review, Vol.23, No.2(1998), pp.242-266.
  44. Preece, J., "Sociability and Usability in Online Communities : Determining and Measuring Success", Behaviour and Information Technology, Vol.20, No.5(2001), pp.347-356. https://doi.org/10.1080/01449290110084683
  45. Putnam, R. D., "The Prosperous Community : Social Capital and Public Life", The American Prospect, Vol.4, No.13(1993), pp.35- 42.
  46. Rothaermel, F. T. and S. Sugiyama, "Virtual Internet Communities and Commercial Success : Individual and Community-Level Theory Grounded in the Atypical Case of TimeZone.com", Journal of Management, Vol.27, No.3(2001), pp.297-312.
  47. Rusbult, C. E., J. M. Martz, and C. R. Agnew, "The Investment Model Scale : Measuring Commitment Level, Satisfaction Level, Quality of Alternatives, and Investment Size", Personal Relationships, Vol.5, No.4(1998), pp.357-391. https://doi.org/10.1111/j.1475-6811.1998.tb00177.x
  48. Sangwan, S., Virtual Community Success : A Uses and Gratifications Perspective, Paper presented at the The 38th Hawaii International Conference on System Sciences, Big Island, Hawaii, 2005.
  49. Sproull, L. and M. Arriaga, Online Communities, In H. Bidgoli(Ed.), Handbook of Computer Networks(Vol.3), New York : John Wiley, 2007.
  50. Stafford, T. F., M. R. Stafford, and L. L. Schkade, "Determining Uses and Gratifications for the Internet", Decision Sciences, Vol.35, No.2(2004), pp.259-288. https://doi.org/10.1111/j.00117315.2004.02524.x
  51. Teo, H. H., H. C. Chan, K. K. Wei, and Z. Zhang, "Evaluating Information Accessibility and Community Adaptivity Features for Sustaining Virtual Learning Communities", International Journal of Human-Computer Studies, Vol.59, No.5(2003), pp.671-697. https://doi.org/10.1016/S1071-5819(03)00087-9
  52. Venkatesh, V. and F. D. Davis, "A Theoretical Extension of the Technology Acceptance Model : Four Longitudinal Field Studies", Management Science, Vol.46, No.2 (2000), pp.186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  53. Wasko, M. M. and S. Faraj, "Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice", MIS Quarterly, Vol.29, No.1 (2005), pp.35-57. https://doi.org/10.2307/25148667
  54. Williams, L. J. and S. E. Anderson, "Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-Role Behaviors", Journal of Management, Vol.17, No.3(1991), pp.601-617.
  55. Wu, J. J. and A. S. L. Tsang, "Factors Affecting Members' Trust Belief and Behaviour Intention in Virtual Communities", Behaviour and Information Technology, Vol.27, No.2(2008), pp.115-125. https://doi.org/10.1080/01449290600961910