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|Title: ||Understanding the sustainability of virtual community : model development and empirical test|
|Other Titles: ||Tan tao xu ni she qun de chi xu fa zhan : li lun yan hua ji yan zheng|
探討虛擬社群的持續發展 : 理論演化及驗證
|Authors: ||Cheung, Christy Mei Kwan (張美君)|
|Department: ||Department of Information Systems|
|Degree: ||Doctor of Philosophy|
|Issue Date: ||2007|
|Publisher: ||City University of Hong Kong|
|Subjects: ||Computer networks -- Social aspects.|
Internet -- Social aspects.
|Notes: ||CityU Call Number: TK5105.5 .C473 2007|
vi, 180 leaves : ill. 30 cm.
Thesis (Ph.D.)--City University of Hong Kong, 2007.
Includes bibliographical references (leaves 154-180)
|Abstract: ||With the proliferation of information and communication technologies, there is an
expanded opportunity for the public to be involved in knowledge exchange.
However, the creation of an online social space (e.g., virtual community) does not
guarantee that knowledge exchange will actually take place. The success of a
virtual community depends primarily on whether members are willing to continue
to use the community, as well as to share and adopt knowledge. If there are a lot
of participants who are willing to stay and contribute their knowledge in the
virtual community, this will improve the likelihood of connecting to individuals
who are able and willing to help.
The motivation of this study is to better understand the sustainability of virtual
communities, specifically, user continuance behaviors. Given the limited research
in the area of information systems continuance, this study seeks to divulge the
factors that shape the continuance of a virtual community, and the continuance of
knowledge adoption and knowledge sharing behaviors.
The first research model (User continuance intention with the virtual community)
uses four key theoretical backgrounds and incorporates the key constructs from
the literature of the IS continuance model, relationship marketing, social influence,
and uses and gratifications to explain user intention to continue using the virtual
community. The second research model (User continuance intention of knowledge
adoption) extends the information adoption model in the continuance stage and
explains user intention to continue adopting and using knowledge in the online
discussion forum. Finally, the third research model (User continuance intention of
knowledge sharing) builds upon the Batson’s framework of the act for public
good and explains user intention to continue sharing knowledge in the online
discussion forum. This model also takes the user evaluation process into
consideration and incorporates in the investigation constructs like disconfirmation
The empirical research was conducted in Hong Kong Education City
(www.hkedcity.net). Hong Kong Education City (HKed City) is a leading and
one-stop education portal with a vision to build Hong Kong into a learning city.
An invitation email with a URL to the online questionnaire was sent to the
potential respondents who are primary and secondary school teachers in Hong
Kong. A total of 315 respondents filled in the online questionnaire. Among the
respondents, there were 144 knowledge adopters and 60 knowledge contributors.
The survey data was analyzed using Partial Least Squares. The measurement
models were first assessed, and then the structural models were evaluated.
The results of the first model show that the relationships proposed in the research
model are largely supported. In particular, satisfaction and group norms exert
significant effects on user continuance intention, and purposive value and selfdiscovery
are the two key values that both explain satisfaction and group norms.
The results of the second research model also provide support to the hypothesized
relationships. User satisfaction and information usefulness have significant effects
on user intention to continue adopting knowledge in an online discussion forum,
whilst information usefulness is determined by both information quality and
source credibility. Finally, the third research model empirically demonstrates that
moral obligation and commitment (sense of belonging) have the strongest
influence on user continuance intention. The results also provide support to the
expectancy confirmation theory, where users evaluate and compare their
experiences with their expectations. User satisfaction is affected by both
disconfirmations of helping others and reciprocity, while knowledge self efficacy
is determined by the disconfirmation of helping others.
This research seeks to provide important theoretical and practical contributions.
On the theoretical side, most existing studies only addressed the concern of user
acceptance of online social structures for knowledge sharing and adoption. This
study is one of the very first studies that adopts a comprehensive approach to
explain user continuance behaviors, including both knowledge adoption and
knowledge sharing in a virtual community. In addition, the research models use
theories from different theoretical perspectives, providing support to an
integration of cross-disciplinary studies in virtual community research. On the
practical side, the results of this study provide virtual community designers some
tangible recommendations for helping their members to continue to share and
|Online Catalog Link: ||http://lib.cityu.edu.hk/record=b2340758|
|Appears in Collections:||IS - Doctor of Philosophy |
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