Examining the determinant factors of perceived online community usefulness using the expectancy value model
| Published date | 14 May 2018 |
| DOI | https://doi.org/10.1108/JSIT-11-2016-0068 |
| Date | 14 May 2018 |
| Pages | 152-167 |
| Author | Kamarul Faizal Hashim,Felix B. Tan |
| Subject Matter | Information & knowledge management,Information systems,Information & communications technology |
Examining the determinant
factors of perceived online
community usefulness using the
expectancy value model
Kamarul Faizal Hashim
Department of Information Technology,
College of Engineering and Information Technology,
University of Dubai, Dubai, United Arab Emirates, and
Felix B. Tan
Excelsia College Sydney, Macquarie Park, Australia
Abstract
Purpose –This study aims to examine the determinant factors of perceived online community usefulness from a
motivational point of view. The researchers have combined the use of the expectancy value model and the information
system continuous-use model to predict continuous knowledge-sharing behaviour between online community
members. This research provides an additional view of current literature focusing on technology-related factors.
Design/methodology/approach –This research has adopteda quantitative research method, with data
being collected througha Web survey technique. The members of online business communitieswere invited
to participatein the survey. A total of 220 respondents participated in the online survey.These data were then
analysedusing structural equation modelling.
Findings –The researchfindings revealed that motivation-relatedfactors have a moderate ability to predict
members’perceptionof online community usefulness. The research findings have shown that attainmentand
utility values are two significant motivational factors, which can positively influence perceived online
community usefulness. By promoting these values, continuous knowledge-sharing intentions can be
encouragedthrough perceived online community usefulness.
Research limitations/implications –Having members from communities other than onlinebusiness
communities mightdeliver different results, given that they have differentneeds and values. Also, this study
only received responsesfrom active contributors within selectedonline business communities. The responses
from non-activecontributors were not included in thisstudy.
Practical implications –This study provides practical suggestions on how the administrators and
designers of an online community can promote positive values within their community platform, using
motivation-relatedmechanisms.
Originality/value –The existingliterature that examines the determinantsof perceived online community
usefulness have mainly directed attention towards technology-related factors. This study fills the gap by
examiningthe determinant factors of this construct from a motivation perspective.
Keywords Online communities, Perceived online community usefulness,
Continuous knowledge sharing, Expectancy value model
Paper type Research paper
Introduction
Online communitiesare becoming primary reference sources for customersbuying products
or services (Lee et al., 2006;Hashim and Tan, 2015). People are turning to online
JSIT
20,2
152
Received3 November 2016
Revised21 February 2017
8 May2017
24October 2017
7 November2017
22April 2018
Accepted26 April 2018
Journalof Systems and
InformationTechnology
Vol.20 No. 2, 2018
pp. 152-167
© Emerald Publishing Limited
1328-7265
DOI 10.1108/JSIT-11-2016-0068
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/1328-7265.htm
communities to obtain member opinionsor recommendations regarding particular products
or services. Additionally, businesses are using online communities as platforms for
gathering vital information from customers about their products, such as the drawbacks of
particular products or individual preferences. To some extent, businesses are involving
customers as sources of ideas and as productco-creators (Fuller et al.,2007). Businesses are
investing large sums of money to facilitate, collect and distribute customer knowledge
(Wang and Noe, 2010).
The success of an online community is based on its ability to promote continuous
knowledge among its members.Continuous knowledge-sharing can help ensurecommunity
sustainability, by allowing membersto renew or regenerate knowledge through continuous
knowledge-sharing activities(Wenger et al., 2009;Chen, 2007;Chiu et al.,2011;Zhang et al.,
2010). Continuous knowledge-sharingbehaviour has been conceptualized as a form of post-
adoption behaviour, wherein community members continue sharing their knowledge with
others, after they haveinitially contributed to the community.
According to information systems (IS), post-adoption literature, satisfaction and
perception of usefulness all play important roles in predicting a user’s post-adoption
behaviour, for instance, through continuous use (Bhattacherjee, 2001;Bhattacherjee and
Premkumar, 2004;Yoon and Sagnov,2015). These two factors have been identified as being
significant predictors of continuous knowledge-sharing behaviour (Cheung et al.,2013;
Zheng et al., 2013). In this study, concentration has been given only to perceiving online
community usefulness, as the effects of satisfaction over continuous knowledge-sharing
have received significant attention from previous studies. Previous studies have predicted
the influence of satisfaction over continuous knowledge-sharing intention, through various
theoretical lenses, including motivational, social and technological theories (Hashim et al.,
2012;Yan et al.,2016).
Current online knowledge-sharing literature has indicated that perceived online
community usefulness plays an essential role in promoting knowledge-sharing behaviour
within an online community setting(Lu et al., 2011). Members will continue participating in
online community activities if they believe the content provided is useful and beneficial to
them (Lu et al.,2011;Zheng et al.,2013).Perceived usefulness is known as “the baseline level
used to determine a user’s evaluative response towards a system in use”(Bhattacherjee,
2001, p. 355). It is a representationof a user’s experience, gained through usingIS.
As this study adopts Bhattacherjee’s(2001)continuous use model, user’s experience
related to an online community is only represented by perceived usefulness. Within this
model, this construct is conceptualisedas being a single variable. However, conceptualising
this construct as a single variable might limit the understanding of the targeted behaviour,
such as continuous knowledge-sharing. Understanding what determines this construct is
important, as users have different levels of propensitywhen it comes to using IS (Saadé and
Bahli, 2005). Therefore, understanding what determines the perception of an online
community’s usefulness, canprovide researchers with an extended view of what influences
targeted behaviour,and more importantly, how to promote the greater use of the technology.
At this stage, it is important to highlight that this paper’s main objective is not on
identifying the determinant factors of continuous knowledge-sharing behaviour, but rather
to provide holistic experiences of using online communities, which can in turn lead to
continuous knowledge-sharing behaviour. This extension is crucial, as it can help
researchers better understand the roles of external variables, which were not previously
examined by other researchers(Saadé and Bahli, 2005).
This study is unique, as it uses a motivationalperspective to determine a user’s perceived
usefulness of an online community. Most previous research perceived the usefulness
Expectancy
value model
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