Continuance Knowledge Contribution Intentions Of Evaluative Virtual Community Members

With the development and popularization of Internet technology, virtual communities have become an important place for Internet users to share ideas. At the same time virtual communities have changed the habits of Internet users. More and more consumers gather product information and evaluations in order to make consumption decisions and this trend boosts the evaluative virtual communities. The community members’knowledge level determines the richness of community content, thereby affecting the loyalty of other members. However there is serious homogenization in different evaluative virtual communities, low level of knowledge contribution and lack of participation among community members, so the study in knowledge contribution of the evaluative virtual communities is very important. At present the research on knowledge contribution at home and abroad is focusing on the adoption of knowledge contribution behavior and few studies concern the continuance knowledge contribution behavior. But from the point of community managers, continuance knowledge contribution behavior of community members can improve contribution level and rich community content. So it has very important theoretical and practical significance to research continuance knowledge contribution intentions of evaluative virtual community members.After reviewing of revelant theories, based on the theory of Expectation-Confirmation Model (ECM), the paper defines perceived value of community members according to members’contribution motivations, adds external factors—community characteristics and self-efficacy to ECM and finally constructs the integrated model of research on continuance knowledge contribution intentions of evaluative virtual communities. This study selects members of several big domestic evaluative virtual communities as research objective and makes empirical research using SPSS16.0and AMOS17.0.After empirical research, we draw the following conclusions:confirmation significantly affects perceived value; emotional value, social value, system quality, community atmosphere and community norm significantly affect members’satisfaction; satisfaction, emotional value, social value, perceived cost, community atmosphere, community norms, self-efficacy in community participation have a significant effect on continuance contribution intentions; emotional value, social value and economic value have mediating effect between confirmation and satisfaction; and satisfaction has mediating effect between emotional value, social value, system quality, community atmosphere, community norms and continuance contribution intentions. Finally the paper proposes several proposals for community managers and further study is planed.