Factors influencing continuance of mobile virtual community: Empirical evidence from China and Korea

Author

Huang, Jinghua ; Liu, Dandi

Author_Institution

Sch. of Econ. & Manage., Tsinghua Univ., Beijing, China

fYear

2011

fDate

25-27 June 2011

Firstpage

1

Lastpage

6

Abstract

This study attempts to understand factors affecting mobile virtual community continuous usage. Based on Theory of Reasoned Action (TRA), continuous usage of mobile service and sense of virtual community, a continuous usage model that reflects the characteristics of a mobile virtual community is developed. The model is tested in China and Korea, using responses from 248 administered valid questionnaires. The results reveal that sense of mobile virtual community, perceived cost, perceived ease of use, and social influence significantly affect the continuous usage intention of a mobile virtual community. We also find that the continuance of mobile virtual community in China is different from that in Korea. Our finding extends the research on IT adoption and provides practitioners with additional insights relevant to the field of study.

Keywords

mobile communication; China; Korea; continuous usage model; mobile service; mobile virtual community; theory of reasoned action; Availability; Business; Communities; Mobile communication; Mobile handsets; Silicon; Static VAr compensators; Mobile virtual community; TRA; continuance; mobile service; sense of mobile virtual community;

fLanguage

English

Publisher

ieee

Conference_Titel

Service Systems and Service Management (ICSSSM), 2011 8th International Conference on

Conference_Location

Tianjin

ISSN

2161-1890

Print_ISBN

978-1-61284-310-0

Type

conf

DOI

10.1109/ICSSSM.2011.5959501

Filename

5959501