The Effect of Sense of Community on Users' Continuance of Online Music Communities

Abstract

Due to the intense competition, retaining users and facilitating their continuance are crucial to the success of online music communities. The purpose of this research is to examine the effect of sense of community on users' continuance intention of online music communities. Structural equation modeling was adopted to conduct data analysis. The results indicated that social support and flow experience have significant effects on sense of community, which further affects continuance intention. The main limitation is that the results need to be generalized to other countries that had developed online music communities. This research disclosed the mechanism underlying users' continuance in online music communities, which represent an emerging application.