Most existing researches explore continuous knowledge - sharing from the perspective of the rational cognition. This paper argues that the continuous intention and behaviors should be influenced by long-term emotional factors, and it can be explored from the perspective of emotional attachment to the influential factors of continuous knowledge sharing willingness of virtual communities. Based on the Expectation Confirmation Theory, this paper introduced the attachment and constructed a model of virtual community users' continuous knowledge sharing intention. Structural equation modeling method is used to analyze the data and verify the model. The results show that attachment not only has a direct positive effect on the long-term knowledge sharing intention of virtual community users, but also mediated the relationship between satisfaction, perceived usefulness and the intention of continuous knowledge sharing.
Luo, Jiaying; Qin, Ling; and Zhang, Bocheng, "How Emotional Attachment Effects Intention: The Case of Continuous Knowledge Sharing Intention in Virtual Community" (2020). WHICEB 2020 Proceedings. 73.