Factors influencing continuance of mobile virtual community: Empirical evidence from China and Korea

This study attempts to understand factors affecting mobile virtual community continuous usage. Based on Theory of Reasoned Action (TRA), continuous usage of mobile service and sense of virtual community, a continuous usage model that reflects the characteristics of a mobile virtual community is developed. The model is tested in China and Korea, using responses from 248 administered valid questionnaires. The results reveal that sense of mobile virtual community, perceived cost, perceived ease of use, and social influence significantly affect the continuous usage intention of a mobile virtual community. We also find that the continuance of mobile virtual community in China is different from that in Korea. Our finding extends the research on IT adoption and provides practitioners with additional insights relevant to the field of study.