Research On The Mechanism Of The Impact Of Information Quality Of Content-based Virtual Communities On College Students' Continued Use Intentio

In recent years,with the increasing diversification of user needs,there are many types of virtual communities with various functions.After experiencing rapid growth,content-based virtual communities have now reached the adjustment stage,and users’ love for the communities has become rational,and some communities have even lost a large number of users.In this context,enhancing the willingness of users to continue using virtual communities and strengthening their competitiveness are the top priorities for communities to survive.Virtual communities are one of the hot topics of research in the marketing field,but most of the existing studies on the factors influencing users’ continuous use are from the perspectives of usefulness or system characteristics,and the studies from the perspective of information quality are not common,and there is a relative lack of studies with college students as one of the main user groups of content-based virtual communities.To address this situation,this study constructs a research model on the influence of information quality on college students’ intention to continue using content-based virtual communities based on the D&M model and the ECM-IS model,and the results show that this model can better explain college students’ intention to continue using.This paper analyzes the data using SPSS26.0 and AMOS24.0,and concludes that all four dimensions of information quality in content-based virtual communities can significantly and positively influence college students’ expectation confirmation and intention to continue using.The quality of information content,quality of expression,and quality of utility are all positively correlated with college students’ usage satisfaction.Both expectation confirmation and satisfaction of use are positively correlated with the intention of continued use.Expectation confirmation degree is positively correlated with college students’ usage satisfaction.Expectation confirmation has a partial mediating effect between the four dimensions of information quality and college students’ intention to continue to use respectively.Satisfaction of content-based virtual community users’ usage has a partially mediated effect between the content,expression,and utility quality of information and college students’ intention to continue using it,respectively.The paper concludes with suggestions for content-based virtual communities in terms of the four dimensions of information quality from the user’s perspective,points out the shortcomings of this study,and provides an outlook for similar studies in the future.