Factors Affecting Users' Intention to Continue Using Virtual Community

A research model of individual users' continuance intention to use virtual communities is proposed and empirically examined in this study. To test this model, an online survey was conducted among users of a Web-based Bulletin Board System sponsored by a local university in mainland China. Consistent with prior information systems continuance studies, the results showed that satisfaction was the most salient determinant of continuance intention to participate in the virtual community while sense of belonging had a significant but weaker influence on it. Contrary to the proposed hypotheses, only positive disconfirmations of purposive value and entertainment value significantly affected user satisfaction. Implications for both researchers and practitioners are discussed.

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