Investigate the Influence of the Embarrassment on the Continual Usage Intention in Virtual Communities

• Main Authors: Tsai Shih-Heng, 蔡仕恒
• Other Authors: Sheng-cheng Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/59985724643212734487

碩士 === 東海大學 === 資訊管理學系 === 102 === Embarrassment has been an important research topic in the domain of management. Previous studies indicated when embarrassment occurred between sales and customers, it could reduce the customers' intention to visit the store again. Virtual communities are also places for interaction between members; therefore, embarrassment could occurred as well. This study aims to resolve the possible reasons inducing embarrassment, and the influence of embarrassment on members' continual usage intention towards virtual communities. There were 302 questionnaires collected for further analysis. The results revealed “disruption of social interaction” and “apprehension of social evaluation” could cause higher embarrassment in virtual communities. Furthermore, four causal factors are negatively related with user’s continual usage intention in virtual communities.