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An empirical study of continuous use behavior in virtual learning community
Wei Liu1, Yue Wang1, Zhixin Wang1
1Business School, University of Jinan, Jinan, China.
Plos One
|July 18, 2020
Summary
Understanding continuous use behavior in virtual learning communities (VLCs) is key for sustainability. Perceived interactivity, value, and normativeness significantly boost usefulness and expectation confirmation in VLCs.
Area of Science:
- Information Science
- Educational Technology
- Human-Computer Interaction
Background:
- Virtual learning communities (VLCs) are crucial for knowledge sharing and sustainable development.
- User continuous use behavior is vital for the growth and longevity of VLCs.
- Existing models need enhancement to fully capture VLC user dynamics.
Purpose of the Study:
- To investigate the factors influencing continuous use behavior in virtual learning communities.
- To extend the Information System Continuance Model with perceptual variables.
- To construct and empirically test a theoretical model of user continuance in VLCs.
Main Methods:
- Utilized an extended expectation confirmation model incorporating perceptual normativeness, enjoyment, interactivity, and value.
- Developed and validated a questionnaire, distributed via 'Questionnaire Star' and offline surveys.
- Employed structural equation modeling (SEM) for empirical analysis of survey data.
Main Results:
- Perceptual interactivity, value perception, and normativeness significantly positively impacted perceived usefulness and expectation confirmation.
- Perceptual enjoyment showed a minimal effect on perceived usefulness.
- Identified relationships between continuous use behavior, willingness, perceived usefulness, expectation confirmation, satisfaction, and self-efficacy.
Conclusions:
- Interaction, value, and normativeness are key drivers of user engagement and continued use in VLCs.
- Perceptual enjoyment's limited impact suggests a need for further investigation into its role.
- Findings provide actionable insights for enhancing VLC sustainability through user-centric strategies.
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