Examining the determinant factors of perceived online community usefulness using the expectancy value model

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.

This research has adopted a quantitative research method, with data being collected through a Web survey technique. The members of online business communities were invited to participate in the survey. A total of 220 respondents participated in the online survey. These data were then analysed using structural equation modelling.

The research findings revealed that motivation-related factors have a moderate ability to predict members’ perception of online community usefulness. The research findings have shown that attainment and 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 encouraged through perceived online community usefulness.

Having members from communities other than online business communities might deliver different results, given that they have different needs and values. Also, this study only received responses from active contributors within selected online business communities. The responses from non-active contributors were not included in this study.

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-related mechanisms.

The existing literature that examines the determinants of perceived online community usefulness have mainly directed attention towards technology-related factors. This study fills the gap by examining the determinant factors of this construct from a motivation perspective.