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Factors Affecting Re-usage Intentions of Virtual Communities Supporting Cosmetic Products

Chien-Ta Ho, Jhong-Min Yang, Wei-Ting Chen
IJIKM , Volume 12 , 2017
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.
virtual community, cosmetic products, UTAUT model, structural equation modelling approach, effort expectancy, performance expectancy, social influ-ence, trust, re-usage intentions

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