Integrating Technology Acceptance Model With Social Capital Theory to Promote Passive Users’ Continuance Intention Toward Virtual Brand Communities

Xiaozhao Deng,Liuliang Yuan

doi:10.1109/access.2020.2987803

Abstract

Passive users' continuance usage intention is very important to the sustainable and healthy development of virtual brand communities. Therefore, the factors influencing passive users' continuance usage intention is worth investigating more comprehensively and systematically. This study proposed a research model which integrates technology acceptance model (TAM) with social capital theory to investigate passive users' continuance intention. An online survey was conducted for data collection to test the proposed hypotheses, and structural equation modeling in AMOS was utilized for data analysis. The results suggest that trust and reciprocity have significantly positive direct effects on passive users' continuance intention. Shared vision can significantly influence passive users' continuance intention through the mediating effects of trust and reciprocity. Meanwhile, perceived usefulness and perceived ease of use indirectly affect passive users' continuance intention through the multiple mediation roles of shared vision, trust and reciprocity. Finally, specific suggestions for virtual brand community managers are also proposed.

Highlights

A virtual brand community is typically defined as ‘‘a specialized, non-geographically bound community, based upon social relationships among admirers of a brand in cyberspace’’ [1]
Due to passive users’ special way of obtaining information in virtual brand communities, we propose that perceived usefulness and perceived ease of use indirectly affect passive users’ continuance intention through collective social capital
Experiencing the usefulness and ease of use about the community, most passive users choose to stay in the community, and can perceive collective social capital such as trust, reciprocity, and shared vision when observing the interaction among other members

Summary

Introduction

A virtual brand community is typically defined as ‘‘a specialized, non-geographically bound community, based upon social relationships among admirers of a brand in cyberspace’’ [1]. There is no literature on the effect of passive users’ collective social capital on their continuance Intention in virtual brand communities. Due to passive users’ special way of obtaining information in virtual brand communities, we propose that perceived usefulness and perceived ease of use indirectly affect passive users’ continuance intention through collective social capital.

Results

Conclusion