Investigating continuance usage of e-WOM in online communities

This research seeks to investigate continuance usage of electronic word of mouth (e-WOM) in two online communities from Kuwait and Saudi Arabia. In particular, these online communities have become channels for members to exchange and interact with information online in Middle East cultures, where online forum communities are prevalent among Arabic internet users. Little research is focused on the factors that drive members to continue using e-WOM from online communities. This paper introduces a framework for continuance usage of electronic word of mouth in online communities, building on three main models: information adoption model, information system (IS) continuance model, and word of mouth process model.