Examining the role of perceived value in virtual communities continuance: its antecedents and the influence of experience

Although perceived value has long been recognised as an influential means of affecting continuance intention in information systems (IS), little attention has been devoted to explore its antecedents, which constitutes an important research issue. This study, building on prior literature on continued usage in IS as well as the resource-based view, proposed a model to address this gap. Our model suggests that perceived value, a major driving force for members' satisfaction and continuance intention, is affected by four kinds of resources embedded in virtual communities, which are relationship resources, technology infrastructure, knowledge resources and human resources. To provide additional insights on the pivotal role of perceived value, we also postulate that experience moderates the link between perceived value and its antecedents. Data collected from 235 members of a professional virtual community provide strong support for the research model. It was found that perceived value exerts a great effect on both satisfaction and continuance intention. In addition, when different levels of experience are taken into consideration, relationship resources, knowledge resources and human resources were found to be more salient to high-experience members, whereas technology infrastructure was found to be more salient to low-experience members. Finally, this study discusses the implications of these findings and offers direction for future research.