Abstract
Usability and sociability are two characteristics of a virtual community that are critical to its success. This study aims to explore how usability and sociability of virtual communities can be developed in order to encourage members' continuous participation in these communities. A theoretical model is proposed to explain the effects of factors related to usability and sociability on members' continuous participation through the motivational beliefs of perceived usefulness, perceived enjoyment and sense of belonging. Data was collected from members of five popular leisure-oriented virtual communities in China. The results show that both perceived enjoyment and sense of belonging impact members' continuous participation intention.
Among the usability-and sociability-related factors, we find that information service quality is the most critical factor that encourages members to continuously participate in virtual communities, while interaction support quality, incentive policy, and event organization also have positive effects on members' continuous participation intention via perceived enjoyment and sense of belonging. Surprisingly, leaders' involvement has no impact on members' continuous participation. Implications of the study's findings for both research and practice are discussed.
- Adams, D.A., R.R. Nelson, and P.A. Todd "Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication," MIS Quarterly (16:2) 1992, pp 227--247. Google ScholarDigital Library
- Agarwal, R., and E. Karahanna "Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage.," MIS Quarterly (24:4) 2000, pp 665--694. Google ScholarDigital Library
- Andrews, D.C. "Audience-Specific Online Community Design," Communications of the ACM (45:4) 2002, pp 64--68. Google ScholarDigital Library
- Ardichvili, A., V. Page, and T. Wentling "Motivation and Barriers to Participation in Virtual Knowledge-sharing Communities of Practice," Journal of Knowledge Management (7:1) 2003, pp 64--77.Google ScholarCross Ref
- Bagozzi, R.P., and U.M. Dholakia "International Social Action in Virtual Communities," Journal of Interactive Marketing (16:2) 2002, pp 2--21.Google ScholarCross Ref
- Bagozzi, R.P., and U.M. Dholakia "Antecedents and Consequences of Online Social Interactions," Media Psychology (9:1) 2007, pp 77--114.Google ScholarCross Ref
- Bargh, J.A., and K.Y.A. McKenna "The Internet and Social Life," Annual Review of Psychology (55) 2004, pp 573--590.Google ScholarCross Ref
- Berg, J., and R. Archer "The Disclosure-Liking Relationship," Human communication research (10) 1983, pp 269--282.Google ScholarCross Ref
- Blanchard, A.L., and M.L. Markus "The Experienced "Sense" of a Virtual Community: Characteristics and Processes," Database for Advances in Information Systems (35:1) 2004, pp 64--79. Google ScholarDigital Library
- Bolton, R.N., K.N. Lemon, and P.C. Verhoef "The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research," Journal of the Academy of Marketing Science (32:3) 2004, pp 271--29.Google ScholarCross Ref
- Broß, J., H. Sack, and C. Meinel "Encouraging Participation in Virtual Communities: The "IT-summit-blog" Case," http://www.informatik.uni-jena.de/~sack/Material/eSociety2007.pdf, Working Paper, 2007.Google Scholar
- Bughin, J., and J. Hagel Iii "The Operational Performance of Virtual Communities - Towards a Successful Business Model," Electronic Markets (10:4) 2000, pp 237--243.Google ScholarCross Ref
- Chan, K.W., and S.Y. Li "Understanding Consumer-to-consumer Interactions in Virtual Communities: The Salience of Reciprocity," Journal of Business Research (in press) 2010.Google ScholarCross Ref
- Chen, I.Y.L. "The Factors Influencing Members' Continuance Intentions in Professional Virtual Communities: a Longitudinal Study," Journal of Information Science (33:4) 2007, pp 451--467. Google ScholarDigital Library
- Cheung, C.M.K., and M.K.O. Lee "Understanding Intention to Continue Sharing Knowledge in Virtual Communities," The Proceedings of the 15th European Conference on Information Systems St. Gallen. Switzerland 2007.Google Scholar
- Chin, W.W. "The Partial Least Squares Approach to Structural Equation Modeling," in: Modern Methods for Business Research, Marcoulides, G.A. (ed.), Lawrence Erlbaum Associates Inc., Mahway, NJ, 1998, pp. 295--336.Google Scholar
- Cummings, J.N., B. Butler, and R. Kraut "The Quality of Online Social Relationships," Communications of the ACM (45:7) 2002, pp 103--108. Google ScholarDigital Library
- Davis, F.D. "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly (13:3) 1989, pp 319--340. Google ScholarDigital Library
- Davis, F.D., R.P. Bagozzi, and P.R. Warshaw "Extrinsic and Intrinsic Motivation to Use Computers in the Workplace," Journal of Applied Social Psychology (22:14) 1992, pp 1111--1132.Google ScholarCross Ref
- De Souza, C.S., and J. Preece "A Framework for Analyzing and Understanding Online Communities," Interacting with Computers (16:4) 2004, pp 579--610.Google ScholarCross Ref
- Dholakia, U.M., R.P. Bagozzi, and L.K. Pearo "A Social Influence Model of Consumer Participation in Network and Small-group-based Virtual Communities," International Journal of Research in Marketing (21:3) 2004, pp 241--263.Google ScholarCross Ref
- Ellison, N.B., C. Steinfield, and C. Lampe "The Benefits of Facebook Friends: Social Capital and College Students' Use of Online Social Network Sites," Journal of Computer-Mediated Communication (12:4) 2007, pp 1143--1168.Google ScholarCross Ref
- Fan, H., and M.S. Poole "What Is Personalization? Perspectives on the Design and Implementation of Personalization in Information Systems," Journal of Organizational Computing & Electronic Commerce (16:3/4) 2006, pp 179--202.Google ScholarCross Ref
- Fang, Y., and D. Neufeld "Understanding Sustained Participation in Open Source Software Projects," Journal of Management Information Systems (25:4) 2009, pp 9--50. Google ScholarDigital Library
- Finholt, T., and L.S. Sproull "Electronic Groups at Work," Organization Science (1:1) 1990, pp 41--64.Google ScholarDigital Library
- Fornell, C., and D.F. Larcker "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research (18:1) 1981, pp 39--50.Google ScholarCross Ref
- Hagel, J. "Net Gain: Expanding Markets through Virtual Communities," Journal of Interactive Marketing (13:1) 1999, pp 55--65.Google ScholarCross Ref
- Ho, H. "Watch What You Say: The Effects of Group Discussion on the Formation of Parasocial Relationships With Reality TV Characters," in: Annual Meeting of the International Communication Association, San Francisco, CA, 2007.Google Scholar
- Holsapple, C.W., and J. Wu "User Acceptance of Virtual Worlds: the Hedonic Framework," The Data Base for Advances in Information Systems (38:4) 2007, pp 86--89. Google ScholarDigital Library
- Holzinger, A. "Usability Engineering Methods for Software Developers," Communications of the ACM (48:1) 2005, pp 71--74. Google ScholarDigital Library
- Jensen, C., J. Davis, and S. Farnham " Finding Others Online: Reputation Systems for Social Online Spaces," in: CHI 2002 Conference of Human Factors Computer Systems, New York, 2002. Google ScholarDigital Library
- Jin, X.-L., C.M.K. Cheung, M.K.O. Lee, et al. "Factors Affecting Users' Intention to Continue Using Virtual Community," E-Commerce Technology and the 4th IEEE International Conference on Enterprise Computing, E-Commerce, and E-Services, 2007, pp. 239--246.Google Scholar
- Kankanhalli, A., B.C.Y. Tan, and K.-K. Wei "Contributing knowledge to electronic knowledge repositories: An empirical investigation," MIS Quarterly (29:1) 2005, pp 113--143. Google ScholarDigital Library
- Karahanna, E., and D.W. Straub "The Psychological Origins of Perceived Usefulness and Ease-of-use," Information & Management (35:4) 1999, pp 237--250. Google ScholarDigital Library
- Khalifa, M., and V. Liu "Online Consumer Retention: Development of New Habits," in: Proceedings of the 38th Hawaii International Conference on System Sciences, 2005. Google ScholarDigital Library
- Kling, R., and C. Courtright "Group Behavior and Learning in Electronic Forums: A Sociotechnical Approach," The Information Society (19) 2003, pp 221--235.Google ScholarCross Ref
- Koh, J., and Y.-G. Kim "Sense of Virtual Community: A Conceptual Framework and Empirical Validation," International Journal of Electronic Commerce (8:2) 2003, pp 75--93. Google ScholarDigital Library
- Koh, J., Y.-G. Kim, B. Butler, et al. "Encouraging Participation in Virtual Communities," Communications of the ACM (50:2) 2007, pp 69--73. Google ScholarDigital Library
- Lazar, J., and J. Preece "Social Considerations in Online Communities: Usability, Sociability, and Success Factors," in: Cognition in the Digital World, Oostendorp, H.v. (ed.), NJ, 2003, pp. 127--151.Google Scholar
- Leimeister, J.M., and H. Krcmar "Evaluation of a Systematic Design for a Virtual Patient Community," Journal of Computer-Mediated Communication, (10:4) 2005.Google ScholarCross Ref
- Leimeister, J.M., P. Sidiras, and H. Krcmar "Exploring Success Factors of Virtual Communities: The Perspectives of Members and Operators," Journal of Organizational Computing & Electronic Commerce (16:3/4) 2006, pp 279--300.Google Scholar
- Li, D., P.Y.K. Chau, and H. Lou "Understanding Individual Adoption of Instant Messaging: An Empirical Investigation," Journal of the Association for Information Systems (6:4) 2005, pp 102--129.Google ScholarCross Ref
- Lin, H.-F. "Understanding Behavioral Intention to Participate in Virtual Communities," CyberPsychology & Behavior (9:5) 2006, pp 540--547.Google ScholarCross Ref
- Lin, H.-F. "Determinants of Successful Virtual Communities: Contributions from System Characteristics and Social Factors," Information & Management (45:8) 2008, pp 522--527. Google ScholarDigital Library
- Ma, M., and R. Agarwal "Through a Glass Darkly: Information Technology Design, Identity Verification, and Knowledge Contribution in Online Communities," Information Systems Research (18:1) 2007, pp 42--67. Google ScholarDigital Library
- Malhotra, A., S. Gosain, and A. Hars "Evolution of a Virtual Community: Understanding Design Issues through a Longitudinal Study," in: Proceedings of the eighteenth international conference on Information systems, Association for Information Systems, Atlanta, Georgia, United States, 1997. Google ScholarDigital Library
- Maloney-Krichmar, D., and J. Preece "A Multilevel Analysis of Sociability, Usability, and Community Dynamics in an Online Health Community," ACM Transactions on Computer-Human Interaction (12:3) 2005, pp 201--232. Google ScholarDigital Library
- McMillian, D.W., and D.M. Chavis "Sense of Community: A Definition and Theory," Journal of Community Psychology (14:1) 1986, pp 6--23.Google ScholarCross Ref
- Montgomery, B.M. "Individual Difference and Relational Interdependencies in Social Interaction," Human Communication Research (11:1) 1984, pp 33--60.Google ScholarCross Ref
- Moon, J.W., and Y.G. Kim "Extending the TAM for a World-Wide-Web Context," Information and Management (38:4) 2001, pp 217--230. Google ScholarDigital Library
- Parthasarathy, M., and A. Bhattacherjee "Understanding Post-adoption Behavior in the Context of Online Services," Information Systems Research (9:4) 1998, pp 362--379. Google ScholarDigital Library
- Phang, C.W., A. Kankanhalli, and R. Sabherwal "Usability and Sociability in Online Communities: A Comparative Study of Knowledge Seeking and Contribution," Journal of the Association for Information Systems (10:10) 2009, pp 721--74.Google ScholarCross Ref
- Preece, J. "Sociability and Usability in Online Communities: Determining and Measuring Success," Behaviour & Information Technology (20:5) 2001, pp 347--356.Google ScholarCross Ref
- Preece, J. "Supporting Community and Building Social Capital," Communications of the ACM (45:4) 2002, pp 37--39. Google ScholarDigital Library
- Preece, J., B. Nonnecke, and D. Andrews "The Top Five Reasons for Lurking: Improving Community Experiences for Everyone," Computers in Human Behavior (20:2) 2004, pp 201--223.Google ScholarCross Ref
- Rheingold, H. The Virtual Community. Homesteading on the Electronic Frontier Addison-Wesley Publishing, MA, 1993. Google ScholarDigital Library
- Rothaermel, F.T., and S. Sugiyama "Virtual Internet Communities and Commercial Success: Individual and Community-level Theory Grounded in the Typical Case of TimeZone.com," Journal of Management (27:3) 2001, pp 297--312.Google ScholarCross Ref
- Schubert, P., and M. Ginsburg "Virtual Communities of Transaction: The Role of Personalization in Electronic Commerce," Electronic Markets (10:1) 2000, pp 45--55.Google ScholarCross Ref
- Seddon, K., N.C. Skinner, and K.C. Postlethwaite "Creating a Model to Examine Motivation for Sustained Engagement in Online Communities," Educational and Information Technology (13:1) 2008, pp 17--34. Google ScholarDigital Library
- Shackel, B. Usability - Context, Framework, Definition, Design and Evaluation Cambridge University Press, Cambridge, 1991.Google Scholar
- Shah, S.K. "Motivation, Governance and the Viability of Hybrid Forms in Open Source Software Development," Management Science (52:7) 2006, pp 1000--1014. Google ScholarDigital Library
- Sirohi, N., E.W. McLaughlin, and D.R. Wittink "A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer," Journal of Retailing (74:2) 1998, pp 223--245.Google ScholarCross Ref
- Tedjamulia, S.J.J., et al. "Motivating Content Contributions to Online Communities: Toward a More Comprehensive Theory," the 38th Annual Hawaii International Conference on System Sciences, 2005. Google ScholarDigital Library
- Tinto, V. "Building Community," Liberal Education (79:4) 1993, pp 16--21.Google Scholar
- Trist, E., and H. Murray The Social Engagement of Social Science: A Tavistock Anthology (vol. II) University of Pennsylvania Press, Philadelphia, 1993.Google Scholar
- Van der Heijden, H. "User Acceptance of Hedonic Information Systems," MIS Quarterly (28:4) 2004, pp 695--704. Google ScholarCross Ref
- Virtanen, T., and S. Malinen "Supporting the Sense of Locality with Online Communities," Proceedings of the 12th international conference on Entertainment and media in the ubiquitous era, Tampere, Finland, 2008. Google ScholarDigital Library
- Webster, J., and J.J. Martocchio "Microcomputer Playfulness: Development of a Measure with Workplace Implications," Management Information Systems Research Center, University of Minnesota, 1992, pp. 201--226. Google ScholarDigital Library
- Wellman, B., L. Garton, and Haythornthwaite "Studying Online Social Networks," Journal of Computer Mediated Communication (3:1) 1997.Google Scholar
- Wellman, B., and M. Gulia "The Network Basis of Social Support: A Network is More Than the Sum of Its Ties," in: Networks in the Global Village, Westview Press, Boulder, CO, 1999, pp. 83--118.Google Scholar
- Wenger, E. Communities of Practice: Learning, Meaning and Identity Cambridge University Press, Cambridge, 1998.Google Scholar
- Williams, R.L., and J. Cothrel "Four Smart Ways To Run Online Communities," Sloan Management Review (41:4) 2000, pp 81--91.Google Scholar
- Yoo, W.-S., K.-S. Suh, and M.-B. Lee "Exploring the Factors Enhancing Member Participation in Virtual Communities," Journal of Global Information Management (10:3) 2002, pp 55--71.Google ScholarCross Ref
- Yu, J., Z. Jiang, and H.C. Chan "Knowledge contribution in problem solving virtual communities: the mediating role of individual motivations," in: Proceedings of the 2007 ACM SIGMIS CPR conference on Computer personnel doctoral consortium and research conference: The global information technology workforce, ACM, St. Louis, Missouri, USA, 2007. Google ScholarDigital Library
- Zhang, W., and S. Watts "Online Communities as Communities of Practice: a Case Study," Journal of Knowledge Management (12:4) 2008, pp 55--71.Google ScholarCross Ref
- Zhu, K., K.L. Kraemer, and S. Xu "E-business Acceptance by European Firms: A Cross Country Assessment of the Facilitators and Inhibitors," European Journal of Information Systems (12:4) 2003, pp 251--268.. Google ScholarDigital Library
Index Terms
Encouraging participation in virtual communities through usability and sociability development: an empirical investigation
Recommendations
A multilevel analysis of sociability, usability, and community dynamics in an online health community
The aim of this research is to develop an in-depth understanding of the dynamics of online group interaction and the relationship between the participation in an online community and an individual's off-line life. The 2½-year study of a thriving online ...
The role of perceived interactivity in virtual communities: building trust and increasing stickiness
Although previous research has explored factors affecting trust building in websites, little research has been analysed from the perceived interactivity perspective in virtual communities VCs. A research model for verifying interactivity antecedents to ...
Determinants of successful virtual communities: Contributions from system characteristics and social factors
Although there is growing interest in virtual communities, few studies have examined them from an integrated viewpoint including technical and social perspectives. By expanding on DeLone and McLean's IS success model, the author constructed a model of ...
Comments