Understanding Continuance Intention in E-learning Community.

The continuous growth of e!learning community has d rawn a lot of attention from IS researchers. However, studies have shown that most electronic communities are facing the problems with retaining members and motivating them for active participation. Based on irretrievable investments and IS continuance model, we propose a theoretical model employing reputation, trust, social ties, perceived usefulness and satisfaction to explain individuals’ continuance intention in an e! learning community. The research model is tested with the current users of an e!learning community (In tegrated Virtual Learning Environment). Reputation and social ties are found to be significant, while trust, perceived usefulness and satisfaction are not. Implications for theory and practice are drawn and discussed.