PACIS 2022 Proceedings

Paper Number

1118

Abstract

Social networks are tightly integrated into our lives. Social media, brand community and virtual community are the form and embodiment of social networks. This study assumes that there are several intangible mechanisms affecting the users’ perceptions and beliefs when they choose a social network. In study 1, this study aims to retrospect possible mechanisms derived from network theory, social capital theory, and motivation theory. These mechanisms are built up as so-called community selection mechanisms through principal component analysis. In study 2, this study further examines whether the strength of these mechanisms affect the user's continuance intention in the community. Considering different community characteristics, this study found that the importance of the selection mechanisms in different communities is distinct. The findings enrich our understandings about community pre-participation mechanisms and contribute several academic and practical implications in the existing literature of virtual community.

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