A study on the continuance participation in on-line communities with social commerce perspective

This study investigates the constructs and related theories that drive continuance participation in on-line communities from their intention and behaviour perspectives. The research uses theories of ‘social support’ and ‘planned behaviour’ to propose a research model that drives continuance particip...

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Bibliographic Details
Published in:Technological forecasting & social change 2015-07, Vol.96, p.232-241
Main Authors: Hajli, Nick, Shanmugam, Mohana, Powell, Philip, Love, Peter E.D.
Format: Article
Language:English
Subjects:
Behavioural
Commerce
Communities
Construction
Electronic commerce
Mathematical models
Norms
On-line systems
Online communities
Participation
SEM–PLS
Social commerce
Social networks
Social support
Social support theory
Studies
Technological forecasting
Theory of Planned Behaviour
User behavior
Virtual communities
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Summary:This study investigates the constructs and related theories that drive continuance participation in on-line communities from their intention and behaviour perspectives. The research uses theories of ‘social support’ and ‘planned behaviour’ to propose a research model that drives continuance participation in on-line communities in Malaysia. The model reveals that the constructs perceived behavioural control, subjective norms, and attitude from the Theory of Planned Behaviour juxtaposed with social support constructs and a perceived value construct significantly influences on-line communities' continuance participation intention and behaviour. Using PLS–SEM to analyse data gathered in Malaysia, the research demonstrates that users' continuance participation is dependent on their intention and behaviour. The study also contributes to the understanding of individuals' use of on-line communities in the social commerce era. •Continuance participation model for online community is developed.•Theory of Planned Behaviour (TPB) extends social support theory and perceived value.•Social support constructs influence post-adoption intention and behaviour.•Social support has a strong effect on continuance use intention.
ISSN:0040-1625
1873-5509
DOI:10.1016/j.techfore.2015.03.014