A Study on Factors Influencing Members’Intention to Continue Using Online Forums in Taiwan

• Main Authors: Yung-Yu Chen, 陳詠裕
• Other Authors: Fu-Ming Lee
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/41292043145769560408

碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 98 === Recently, the rapid growth of the Internet has boosted the development of the virtual community. Many virtual community websites have appeared, especially the type of online forum. A successful online forum needs not only to attract more new members but also to make them to participate continuously. In order to enable members to continue participating, the service providers of online forum must identify the factors that influence members’ continuance intention. Based on the Expectation Confirmation Model, this research proposes a model to explore the important factors for members of online forums in Taiwan. The model is constructed by the perceived usefulness, perceived playfulness, perceived ease of use, perceived trust, perceived distributive justice, perceived procedural justice, and perceived interactional justice for examining members’ continuance intention. To verify the proposed model, a questionnaire is developed based on the related literatures to measure the relevant constructs. Three cases are analyzed, i.e., with the whole samples, with just male samples, and with just female samples. For the whole sample case, the results show that the perceived usefulness, perceived playfulness, perceived ease of use, and perceived distributive justice have significantly positive effect on members’ continuance intention; however, the perceived procedural justice has significantly negative effect on members’ satisfaction. The results still hold for the male sample case except that the perceived procedural justice doesn’t have significantly effect on members’ satisfaction; the results still hold for the female sample case except that the perceived ease of use and perceived distributive justice doesn’t have significantly effect on members’ continuance intention.