A Study of Users'' Behavioral Intention to Stick, Share and Recommend in Virtual Communities from the Value Perspective
Date Issued
2009
Date
2009
Author(s)
Wu, Han-Yen
Abstract
Members are the ultimate value for service providers of virtual communities because members post articles which enhance the plenty and reliability of content in the website and attract more and more targeted browsers. In addition, virtual communities can get more revenues from advertisements and transaction services. However, the number of competitors which have the same kind with community websites has increased over the years. To encourage users to revisit, contribute content and recommend the website frequently and attract more users to participate in the community are important issues for all service providers of virtual communities.his study adopts the value perspective proposed by Babin et al. (1994) to understand members’ behavioral intention in virtual communities. This study extends the original concept of value (shopping value) to the website browsing value (WSBV). The WSBV means that members get hedonic and utilitarian value after browsing content in virtual community websites. This study also discusses four determinants affecting the WSBV and investigates its influence on behavioral intention including revisiting, sharing, and recommendation.ata was obtained from FashionGuide.com which is well known forum for sharing information about women’s beauty. This study collected 312 valid questionnaires and the research model was tested through structural equation modeling (SEM) with PLS. The result confirmed that users will acquire the WSBV when they browse the community websites. Moreover, it revealed WSBV is positively associated with intention of revisiting, sharing and recommendation. External variables like website quality, pleasure and arousal are also positively associated with WSBV. Although, incentive is not significantly correlation with WSBV, it still has impact on users’ intention to share.
Subjects
virtual community
web site browing value
hedonic value
utilitarian value
stick
revisit
share
recommend
WOM
behavioral intention
File(s)![Thumbnail Image]()
Loading...
Name
ntu-98-R96725021-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):07b3cf16d281ca7603e727c5b51759de