Online brand communities have become a strong marketing tool for companies. However, passive members form the majority of these communities, and although it is recognized that passive members' electronic word-of-mouth (eWOM) has a powerful impact on success and prosperity of online brand communities, little research has been devoted so far to the factors influencing their eWOM. To improve our understanding of how to encourage passive members of online brand communities to generate eWOM, this study incorporates the technology acceptance model (TAM) and social capital theory to examine the influence of the factors in the TAM (perceived ease-of-use and perceived usefulness) on the different types of eWOM behaviors (opinion seeking and passing), while looking at bonding and bridging social capital as mediating factors. An internet questionnaire survey, in which 600 passive users of an online brand community were recruited in China, was conducted to validate hypothetical model with structural equation modeling using AMOS 24. The findings confirm that bonding and bridging social capital have significant, positive, direct effects on passive users' opinion seeking and passing. Perceived usefulness and perceived ease-of-use are indirect positively related to opinion seeking and passing through the mediating roles of passive members' bonding and bridging social capital. Finally, we propose specific recommendations for online brand community operators and members.
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. INDEX TERMS TAM model, social capital theory, virtual brand community, passive user.
In China, online medical consultation is regarded as part of the “Internet + medical treatment” and has gradually become an accepted way for people to seek medical advice. However, many factors can affect users’ security information behavior during the consultation process. In order to explore and evaluate the factors influencing the security information behavior of online medical consultation users, this paper firstly adopted semistructured interviews to collect data concerning the influencing factors originating from users themselves, other personnel, and the environment. Secondly, the Delphi method was used to determine the evaluation index system of the factors influencing the security information behavior of online medical consultation users based on the interview data. In this system, there are three first-level indexes, nine second-level indexes, and twenty-three third-level indexes. Finally, the weight of each evaluation index was calculated by the analytic hierarchy process (AHP) in the index system. This study improves and deepens the theoretical system of influencing factor evaluation of security information behavior. In addition, it also provides theoretical guidance and support for the more rational development of online medical consultation information services.
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