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

Abstract

Aim/PurposeThis 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. BackgroundThe 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. MethodologyThrough 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. ContributionThis 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 PractitionersThis 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. Re-usage Intentions of Virtual Communities 18 Recommendation for ResearchersFuture researchers may use our findings to conduct further positivist research in the area of social influence using different subjects and research contexts.