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.