Commitment to Online Community and Continuance Intention: Issue Involvement, Interactivity, and Social Interaction

Sony Kusumasondjaja


The purpose of this study is to investigate how issue involvement, online interactivity, and social interaction influence consumer commitment to online travel community and intention to continue participating in the community. An online traveling forum was examined as the issues being observed in this study are highly relevant to the forum. Based on 135 valid responses from active members of the forum obtained through distributing online questionnaire in the forum, structural equation modeling was employed to examine the research model. The results show that issue involvement and social interaction affect commitment to the community; while surprisingly social interaction does not have a significant influence on the commitment. Moreover, commitment to the community leads consumers to continue their participation in the community. Managerial contributions and limitations of the study are discussed. 


online community; issue involvement; interactivity; social interaction; commitment

Full Text:



Autio, E., Dahlander, L., & Frederiksen, L. (2013). Information exposure, opportunity evaluation, and entrepreneurial action: An investigation of an online user community. Academy of Management Journal, 56(5), 1348-1371.

Baron, S., Conway, T., & Warnaby, G. (2010). Relationship Marketing: A Consumer Experience Approach. Sage Publications.

Bayus, B. L. (2013). Crowdsourcing new product ideas over time: An analysis of the Dell IdeaStorm community. Management Science, 59(1), 226-244.

Beatty, S. E., Homer, P., & Kahle, L. R. (1988). The involvement—commitment model: Theory and implications. Journal of Business Research, 16(2), 149-167.

Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246

Bilgihan, A., Okumus, F., & Cobanoglu, C. (2013). Generation Y travelers’ commitment to online social network websites. Tourism Management, 35, 13-22.

Blazevic, V., Wiertz, C., Cotte, J., de Ruyter, K., & Keeling, D. I. (2014). GOSIP in cyberspace: Conceptualization and scale development for general online social interaction propensity. Journal of Interactive Marketing, 28(2), 87-100.

Boudreau, K. J., & Lakhani, K. R. (2013). Using the crowd as an innovation partner. Harvard Business Review, 91(4), 60-69.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.

Buchanan-Oliver, M., & Chan, N. (2004, July). Defining Interactivity: Building Relationships Online. In 20th Industrial Marketing and Purchasing Conference. Copenague.

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet: The state of eTourism research. Tourism Management, 29(4), 609-623.

Byrne, B. M. (2013). Structural Equation Modeling with EQS: Basic Concepts, Applications, and Programming. Routledge.

Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117.

Chang, H. H., & Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator.Information & Management, 48(1), 9-18.

Chen, K., & Yen, D. C. (2004). Improving the quality of online presence through interactivity. Information & Management, 42(1), 217-226.

Cheung, C. M., & Lee, M. K. (2009). Understanding the sustainability of a virtual community: model development and empirical test. Journal of Information Science, 35(3), 279-298.

Cheung, C. M., Liu, I. L., & Lee, M. K. (2015). How online social interactions influence customer information contribution behavior in online social shopping communities: a social learning theory perspective. Journal of the Association for Information Science and Technology, 66(12), 2511-2521.

Chiu, C. M., Wang, E. T., Shih, F. J., & Fan, Y. W. (2011). Understanding knowledge sharing in virtual communities: an integration of expectancy disconfirmation and justice theories. Online Information Review, 35(1), 134-153.

de Graaf, A., van den Putte, B., & de Bruijn, G. J. (2015). Effects of issue involvement and framing of a responsible drinking message on attitudes, intentions, and behavior. Journal of Health Communication, 20(8), 989-994.

Demirtas, O., & Akdogan, A. A. (2015). The effect of ethical leadership behavior on ethical climate, turnover intention, and affective commitment. Journal of Business Ethics, 130(1), 59-67.

Doney, P. M., Barry, J. M., & Abratt, R. (2007). Trust determinants and outcomes in global B2B services. European Journal of Marketing, 41(9/10), 1096-1116.

Elliot, S., Li, G., & Choi, C. (2013). Understanding service quality in a virtual travel community environment. Journal of Business Research, 66(8), 1153-1160.

Fullerton, G. (2014). The moderating effect of normative commitment on the service quality-customer retention relationship. European Journal of Marketing, 48(3/4), 657-673.

Gao, L., & Bai, X. (2014). Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China. Journal of Retailing and Consumer Services, 21(4), 653-665.

Guay, R. P., Choi, D., Oh, I. S., Mitchell, M. S., Mount, M. K., & Shin, K. H. (2016). Why people harm the organization and its members: Relationships among personality, organizational commitment, and workplace deviance. Human Performance, 29(1), 1-15.

Gupta, S., & Kim, H. W. (2010). Value‐driven Internet shopping: The mental accounting theory perspective. Psychology & Marketing, 27(1), 13-35.

Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16(3), 211-239.

Houston, M. J., & Rothschild, M. L. (1978). Conceptual and methodological perspectives on involvement. Research Frontiers in Marketing: Dialogues and Directions, 184(187), 262-270.

Hsu, C. L., Liu, C. C., & Lee, Y. D. (2010). Effect of commitment and trust towards micro-blogs on consumer behavioral intention: A relationship marketing perspective. International Journal of Electronic Business Management, 8(4), 292.

Hummel, J., & Lechner, U. (2002). The Community Model of Content Management. In Towards the E-Society (pp. 231-246). Springer US.

Jin, X. L., Cheung, C. M., Lee, M. K., & Chen, H. P. (2009). How to keep members using the information in a computer-supported social network. Computers in Human Behavior, 25(5), 1172-1181.

Jung, T. H., Ineson, E. M., & Green, E. (2013). Online social networking: Relationship marketing in UK hotels. Journal of Marketing Management, 29(3-4), 393-420.

Kamis, A., Koufaris, M., & Stern, T. (2008). Using an attribute-based decision support system for user-customized products online: an experimental investigation. MIS Quarterly, 159-177.

Kang, M., & Schuett, M. A. (2013). Determinants of sharing travel experiences in social media. Journal of Travel & Tourism Marketing, 30(1-2), 93-107.

Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.

Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship management (CRM) systems in customer knowledge creation.Information & Management, 51(1), 27-42.

Kimura, T. (2013). The moderating effects of political skill and leader–member exchange on the relationship between organizational politics and affective commitment. Journal of Business Ethics, 116(3), 587-599.

Kunz, W., & Seshadri, S. (2015). From virtual travelers to real friends: Relationship-building insights from an online travel community. Journal of Business Research, 68(9), 1822-1828.

Kuo, Y. F., & Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33(6), 948-962.

Kyle, G., Absher, J., Norman, W., Hammitt, W., & Jodice, L. (2007). A modified involvement scale. Leisure Studies, 26(4), 399-427.

Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 41-53.

Lee, K. H., & Hyun, S. S. (2015). A model of behavioral intentions to follow online travel advice based on social and emotional loneliness scales in the context of online travel communities: The moderating role of emotional expressivity. Tourism Management, 48, 426-438.

Lee, H., Reid, E., & Kim, W. G. (2012). Understanding knowledge sharing in online travel communities: antecedents and the moderating effects of interaction modes. Journal of Hospitality & Tourism Research, 1096348012451454.

Liao, C., To, P. L., & Hsu, F. C. (2013). Exploring knowledge sharing in virtual communities. Online Information Review, 37(6), 891-909.

Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management and Business Excellence, 18(4), 363-378.

Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of Advertising, 31(4), 53-64.

Matzat, U. (2010). Reducing problems of sociability in online communities: Integrating online communication with offline interaction. American Behavioral Scientist, 53(8), 1170-1193.

McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31(3), 29-42.

Meyer, J. P., Stanley, D. J., Herscovitch, L., & Topolnytsky, L. (2002). Affective, continuance, and normative commitment to the organization: A meta-analysis of antecedents, correlates, and consequences. Journal of Vocational Behavior, 61(1), 20-52.

Michaelidou, N., & Dibb, S. (2008). Consumer involvement: a new perspective. The Marketing Review, 8(1), 83-99.

Nusair, K. K., Bilgihan, A., & Okumus, F. (2013). The role of online social network travel websites in creating social interaction for Gen Y travelers.International Journal of Tourism Research, 15(5), 458-472.

Oh, H. J., Ozkaya, E., & LaRose, R. (2014). How does online social networking enhance life satisfaction? The relationships among online supportive interaction, affect, perceived social support, sense of community, and life satisfaction. Computers in Human Behavior, 30, 69-78.

Ouwersloot, H., & Odekerken-Schröder, G. (2008). Who's who in brand communities–and why?. European Journal of Marketing, 42(5/6), 571-585.

Peterson, R. A. (2001). On the use of college students in social science research: Insights from a second-order meta-analysis. Journal of Consumer Research, 28(3), 450-461.

Preece, J., Nonnecke, B., & Andrews, D. (2004). The top five reasons for lurking: improving community experiences for everyone. Computers in Human Behavior, 20(2), 201-223.

Schuckert, M., Liu, X., & Law, R. (2015). Hospitality and tourism online reviews: Recent trends and future directions. Journal of Travel & Tourism Marketing, 32(5), 608-621.

Shen, Y. C., Huang, C. Y., Chu, C. H., & Liao, H. C. (2010). Virtual community loyalty: an interpersonal-interaction perspective. International Journal of Electronic Commerce, 15(1), 49-74.

Shih, H. P., & Huang, E. (2014). Influences of Web interactivity and social identity and bonds on the quality of online discussion in a virtual community.Information Systems Frontiers, 16(4), 627-641.

Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, 1-9.

Standing, C., Tang-Taye, J. P., & Boyer, M. (2014). The impact of the Internet in travel and tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing, 31(1), 82-113.

Sun, Y., Liu, L., Peng, X., Dong, Y., & Barnes, S. J. (2014). Understanding Chinese users’ continuance intention toward online social networks: an integrative theoretical model. Electronic Markets, 24(1), 57-66.

Tan, G. W., & Wei, K. K. (2006). An empirical study of Web browsing behaviour: Towards an effective Website design. Electronic Commerce Research and Applications, 5(4), 261-271.

Tsai, H. T., & Pai, P. (2013). Explaining members' proactive participation in virtual communities. International Journal of Human-Computer Studies, 71(4), 475-491.

Van Noort, G., Voorveld, H. A., & van Reijmersdal, E. A. (2012). Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers' online flow experience. Journal of Interactive Marketing, 26(4), 223-234.

Voracek, M. (2001). Marital status as a candidate moderator variable of male–female differences in sexual jealousy: The need for representative population samples. Psychological Reports, 88(2), 553-566.

Wang, E. S. T., & Chen, L. S. L. (2012). Forming relationship commitments to online communities: The role of social motivations. Computers in Human Behavior, 28(2), 570-575.

Wang, E.S.T, Chen, L.S.L., & Tsai, B. K. (2012). Investigating member commitment to virtual communities using an integrated perspective. Internet Research, 22(2), 199-210

Wang, Y., & Fesenmaier, D. R. (2003). Assessing motivation of contribution in online communities: An empirical investigation of an online travel community. Electronic markets, 13(1), 33-45.

Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208.

Wang, M., Sierra, C., & Folger, T. (2003). Building a dynamic online learning community among adult learners. Educational Media International, 40(1-2), 49-62.

Welbourne, J. L., Blanchard, A. L., & Wadsworth, M. B. (2013). Motivations in virtual health communities and their relationship to community, connectedness and stress. Computers in Human Behavior, 29(1), 129-139.

Wu, G., (2006). Conceptualizing and measuring the perceived interactivity of websites. Journal of Current Issues & Research in Advertising, 28(1), 87-104.

Yavas, U. (1994). Research note: students as subjects in advertising and marketing research. International Marketing Review, 11(4), 35-43.

Young, C. (2013). Community management that works: how to build and sustain a thriving online health community. Journal of Medical Internet Research, 15(6), e119.

Zhao, L., Lu, Y., Wang, B., Chau, P. Y., & Zhang, L. (2012). Cultivating the sense of belonging and motivating user participation in virtual communities: A social capital perspective. International Journal of Information Management, 32(6), 574-588.

Zheng, B., & Warschauer, M. (2015). Participation, interaction, and academic achievement in an online discussion environment. Computers & Education, 84, 78-89.

Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890-89



  • There are currently no refbacks.

Copyright (c) 2017 Jurnal Bisnis dan Manajemen

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.