Research On Users' Continuance Intention In The Relationship-based Virtual Community

In our country,the virtual community is a kind of information technology phenomenon,which is experiencing rapid growth in the past ten years.The virtual communities to meet people's needs such as Wechat,Microblog and QQ space have become an important part of modern life.However,despite the rapid development of virtual communities in the past ten years,the number of virtual community users has begun to slow down,or even decline.Therefore,this article will focus on the key issue "why people are willing to long-term sustainable use of voluntary virtual community and the driving force is what".Based on the social exchange theory,the S-O-R(Stimulus-Organism-Response)model and the information system adoption model,this dissertation proposes a research model to investigate the relationship among user experience,perceived individual benefits and continuance intention besides the moderation of interpersonal trust,and use SPSS 19.0 and AMOS 19.0 statistical tools for empirical research.The conclusions and innovations of this dissertation are as follows.First,the research tries to uncover the black box effect mechanism of continuance intention in relationship-based virtual community.According to the previous literature,the academia has little research on exploring the mechanism that users are willing to long-term sustainable use in the voluntary participation of virtual community.This dissertation explores the mechanism model of users' continuance intention in the relationship-based virtual community and verifies the user experience on the perceived individual benefits and perceived individual benefits on continuance intention,as well as the moderation of interpersonal trust.Second,user experience and the dimensions is deeply studied.According to the characteristics of communication and interaction in the relationship-based virtual community,the user experience theory in the traditional offline market can't be fully applied.Therefore,based on the previous literature review,this dissertation puts forward that the user experience in relationship-based virtual community includes three dimensions,which are utility experience,hedonic experience and social experience.Based on this,the measurement scale is developed,which enriches the research results of the original experience theory.Third,this research has surpassed the existing literature from the relative single dimension to study the perceived usefulness of the information system.In order to show the difference between the virtual community and the traditional information system,the dissertation extends the perceived usefulness variable to a more nuanced perceived individual benefits variable and divides perceived individual benefits into information benefits,social benefits,visibility benefits and altruistic benefits.In addition,it is the first time that the continuance intention is divided into continuance intention to get and continuance intention to give.In the relationship-based virtual community,to get information and to give information are two different behaviors.The study distinguishes this in order to better study and understand these two behaviors.Based on the collected data in China,this dissertation reveals the mechanism of the continuance intention in the relationship-based virtual community.It is a further improvement and extension of information system adoption model in the relationship-based virtual community,which is also a supplement of user experience theory and continuance intention theory.Besides,this dissertation has an important theoretical and practical significance for the construction and management of relationship-based virtual community.