Predicting users' continuance intention in virtual communities: The dual intention-formation processes

摘要

With the rapid growth of virtual communities (VCs), more and more people access, create, and exchange information online with millions of others worldwide. Given voluntary participation and diversity of user behavior in VCs, this research attempts to explore the determinants of future participation that is critical to the survival of VCs. We investigate two intention-formation processes (non-conscious and conscious) through which previous experiences with a VC guide future behavior (continuance intention). Since those two processes may substitute each other, we also investigate the joint effect between them.