Aim/Purpose: This study uses a cosmetic virtual community (VC) as the research context and the UTAUT model as the theoretical structure aim to explore factors affecting the re-usage intentions of VC members.

Background: The Internet use rate of VC was up to 50%, thereby implying that VC gained the attention of Internet users. Therefore, operating a VC will be an effective way to communicate with customers. However, to maintain an existing member is more efficient than creating a new one. As such, understanding determinants of VC members’ re-use intentions becomes important for firms.

Methodology: Through an online survey, 276 valid responses were gathered. The collected data were examined by performing confirmatory factor analysis, structural equation modelling procedures, as well as the moderator analysis.

Contribution: This study shows the importance in the context of online cosmetics-related VC, which was rarely explored before. We provide issues for future research, despite the accumulated academic literature related to UTAUT and VC.

Findings: Results show that only performance expectancy and social influence significantly affecting re-usage intentions and only gender has moderating effects on the path from performance expectancy to VC re-use intention and from trust to VC re-use intention.

Recommendations for Practitioners : This study found that users emphasized performance expectancy most of all. A cosmetic product-related VC should introduce products abundantly, offer useful information, and help people accomplish tasks quickly and productively.

Recommendation for Researchers: Future researchers may use our findings to conduct further positivist research in the area of social influence using different subjects and research contexts.