Integrating Technology Acceptance Model With Social Capital Theory to Promote Passive Users’ Continuance Intention Toward Virtual Brand Communities

Integrating Technology Acceptance Model With Social Capital Theory to Promote Passive Users’ Continuance Intention Toward Virtual Brand Communities

Passive users' continuance usage intention is very important to the sustainable and healthy development of virtual brand communities. Therefore, the factors influencing passive users' continuance usage intention is worth investigating more comprehensively and systematically. This study pro...

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Bibliographic Details
Main Authors: Xiaozhao Deng, Liuliang Yuan
Format: Article
Language:English
Published: IEEE 2020-01-01
Series:IEEE Access
Subjects:
TAM model
social capital theory
virtual brand community
passive user
Online Access:https://ieeexplore.ieee.org/document/9068252/

Internet

https://ieeexplore.ieee.org/document/9068252/

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