Influence Factors Of Users’ Continuance Intention Toward Virtual Communities

According to the China Internet development statistics report33which issued byChina Internet Network Information Center (CNNIC) in January2014,there are618million Internet users in China, and their online time is25hours per week on average,more and more enterprises choose the Internet as the tool of networkmarketing.Virtual community is considered to be the best network marketingpromotion.Virtual community brings together a large number of people with commoninterests and needs, this reduce the cost of the enterprises to find potential users andvirtual community also has a high rate of repeat viewing at the same time.Its highmarket share, unlimited transaction time and low management cost attract manyenterprises to establish a virtual community, hoping to attract and retain users,excavate the potential business opportunities, fully realize the value of virtualcommunity business.Nevertheless, in our country,virtual community is not mature enough and theusers’ participation rate is very low.To improve virtual communities’ maturity andpromote users’ continuance intention, the study of influence factors of users’continuance intention toward virtual communities needs to be deeper.In this background, this paper rested on the virtual community user action onparticipation, adopted literature and empirical research methods,studied the influencefactors of users’ continuance intention toward virtual communitiesFirstly,Considered the expectation-confirmation model and service qualitytheory together,this paper build a model about the influence factors of users’continuance intention toward virtual communities,and put forward the correspondingresearch hypothesis.Secondly,the paper compiled the questionnaire combined with maturity scale,distributed the questionnaires to the students of Jiangxi Normal University, thencolleted357valid questionnaire.Thirdly, the paper use spss and lisrel to analyze the collected data,test andcorrect the model with empirical research to sum up the main conclusions: 1.Customer satisfaction directly affects continuance intention;2.Perceived service quality, perceived usefulness and confirmation affect users’satisfaction, and affect continuance intention through the mediating role of users’satisfaction;3.Perceived service quality directly affects the confirmation and confirmationdirectly influences perceived usefulness.Finally, combining with the results of empirical analysis, this paper putsforward suggestions on virtual community platform operators that they can improveperceived service quality in tangibility, reliability, responsiveness, security, andempathy improvement dimensions, and through the improvement of service quality,perceived usefulness and confirm, they can enhance users’ satisfaction andcontinuance intention.In this paper, the main innovation point lies in the introduction of SERVQUALscale,and building a model about the influence factors of users’ continuance intentiontoward virtual communities considered the expectation-confirmation model andservice quality theory together.In theory,this paper expands the study of individualusers’ online behaviors and expectation confirmation and service quality theory underthe network environment,guides the development of virtual community serviceindustry;In practice,this paper provides the reasonable route choices for theenterprises to effective users’ continuance intention and viscosity, and also provideseffectively theoretical and practical guidances to carry out the network marketingbetter.