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Incorporating Flow Theory to Technology Acceptance Model for Online Community Formation

Authors:
Mayank Sharma
Pradeep Kumar
Bharat Bhasker
Abhijit Bhatacharya

Keywords: online social network,online communities,TAM,social capital

Abstract:
Online communities in social networking sites exist and thrive in the environment provided by them. The study of online communities becomes important for marketers, academicians and business practitioners because of the huge rise in the user base of these social networking sites in recent years. In this study, we adopt the approach to focus on the user’s perceptions about online communities and establish various relationships among them leading to predict the intention to use such online communities. Technology Acceptance Model and flow theory are used to identify the user beliefs affecting the intention to use online communities. We also study the effect of online trust in form of system trust and interpersonal trust on the intention to use online community. We further incorporate the knowledge of user beliefs to establish the benefits in form of online social capital resulting from use of such online communities.

Pages: 167 to 173

Copyright: Copyright (c) IARIA, 2013

Publication date: June 23, 2013

Published in: conference

ISSN: 2308-3972

ISBN: 978-1-61208-280-6

Location: Rome, Italy

Dates: from June 23, 2013 to June 28, 2013