Integrating Technology Acceptance Model With Social Capital Theory to Promote Passive Users’ Continuance Intention Toward Virtual Brand Communities

Abstract

Passive users' continuance usage intention is very important to the sustainable and healthy development of virtual brand communities. Therefore, the factors influencing passive users' continuance usage intention is worth investigating more comprehensively and systematically. This study proposed a research model which integrates technology acceptance model (TAM) with social capital theory to investigate passive users' continuance intention. An online survey was conducted for data collection to test the proposed hypotheses, and structural equation modeling in AMOS was utilized for data analysis. The results suggest that trust and reciprocity have significantly positive direct effects on passive users' continuance intention. Shared vision can significantly influence passive users' continuance intention through the mediating effects of trust and reciprocity. Meanwhile, perceived usefulness and perceived ease of use indirectly affect passive users' continuance intention through the multiple mediation roles of shared vision, trust and reciprocity. Finally, specific suggestions for virtual brand community managers are also proposed. INDEX TERMS TAM model, social capital theory, virtual brand community, passive user.

Encouraging Passive Members of Online Brand Communities to Generate eWOM Based on TAM and Social Capital Theory

“…An online brand community is "a specialized, nongeographically bound community based on a structured set of social relationships among followers of a brand" [1]. Online brand communities have become an attractive place for consumers to obtain valuable information from companies and other individuals [2]- [4]. Online brand communities provide opportunities for individuals to browse product-related information, share experiences, and read other consumers' reviews.…”

“…Online brand communities provide opportunities for individuals to browse product-related information, share experiences, and read other consumers' reviews. There are numerous online brand communities with different themes that individuals can join to gain expertise related to a certain brand or keep in touch with different members [4], [5]. Previous research shows that online brand communities have powerful influences on individuals' perceptions and behaviors, such as brand satisfaction [6]- [9]; brand trust, commitment, and engagement [3], [10], [11]; brand loyalty [9], [12], [13]; and repurchase intention [9], [14].…”

“…Many companies have recognized the importance of online brand communities in attracting and cultivating loyal customers. To improve their brand image, remain competitive, promote new products, understand the needs of their users in time, and increase customer loyalty and ongoing purchase intention, many companies have built online brand communities to maintain and strengthen the consumer-brand relationships [4], [15].…”

“…Previous research has shown that passive members , as the majority of virtual brand community users, have significant value for the sustainability of online brand communities [4]. Although passive members rarely participate in interactions in the virtual community, they may continue to browse the information in the community and recommend this information and the community to others [2], [3], [9], [19]- [22].…”

Influential Factors and the Realization Mechanism of Sustainable Information-Sharing in Virtual Communities from a Knowledge Fermenting Perspective

“…The information system success model (DeLone & McLean, 2003), the technology acceptance model (Davis, 1989), and the confirmation model of information system continuance (Bhattacherjee, 2001) are widely used as the theoretical foundation. Based on the information system success model and the technology acceptance model, the previous studies have empirically investigated the influencing paths and effects between the antecedent variables, for example, system quality, information quality, and service quality, and the outcome variables, for example, user satisfaction and continuance intention of information-sharing in virtual communities (Chang et al, 2014;Deng & Yuan, 2020;Liu et al, 2020).…”