A Study On Academic Community Users’ Continuance Intention

In recent years, the rapid development of the internet has brought overall innovation to human production and living way; therefore it adds new contents for scientific research workers of the traditional academic life. Apart from journal papers and forums, academic virtual community is becoming an emerging academic exchange platform. The emergence of academic virtual community expand the breadth of academic exchanges, Discussing a certain subject by posting messages continuously help expand the depth of the communication. To maintain academic virtual community depends on the users to participate in and share information/knowledge, so the community operation is for the purpose of making inactive users become active and keeping active users active. This needs to explore the main influence factors of academic virtual community users’ continuance intention, in order to better meet the needs of users, to ensure and improve the activity of the community members and to promote the sustainable development of academic virtual community. Based on this, this article aims to reveal microscopic mechanism and general rules of the academic virtual community users’continuous use behavior. In addition, the study also provides a complement to the investigation of academic virtual community users’behavior. Based on the theories in Expectation-confirmation Model of IS Continuance, Perceived Risk Theory and Perceived Enjoyment Theory, this dissertation proposed the research model. The research object of the study is the Science Net, Clove Garden Community, Small Wood Worm BBS and Pinggu BBS users, by conducted a survey of 267 users with mobile payment experience, using SPSS 17.0 and SmartPls3.0 software respectively to evaluate the reliability and validity of the collected data. Then use SmartPls3.0 software and adopt the method of structural equation model (SEM) to test and revise the model. Explore the influence effects of perceived ease of use, perceived usefulness, confirmation, perceived enjoyment, perceived risk, social interaction ties, trust and satisfaction on the academic virtual community users’ continuance intention.The empirical results reveals that driving factors such as satisfaction confirmation, trust and social interaction ties are the most important variables influencing academic virtual community users’continuance intention. Perceived usefulness and perceived enjoyment has significant positive influence on customer satisfaction. Perceived risk does not affect users’continuance intention. Finally based on these conclusions, the study proposes some management strategies and suggestions for the academic virtual community.