The adoption of Firm-Hosted Online Communities: an empirical investigation into the role of service quality and social interactions

Online communities are a powerful device for collaborative creativity and innovation. Developments in Web 2.0 technologies have given rise to such interactions through firm-hosted online communities (FHOCs) - firm-run online information services that also provide self-help to a community. We devise a model that seeks to explain the factors that encourage people to become members of a FHOC and test the model using structural equation modelling based on data collected from 511 users of a FHOC. The study finds that: (a) an understanding of Perceived Usefulness (PU) plays a mediating role between Behavioural Intention (BI) to adopt FHOC and Trust, as well as Interface design; b) Networking among users has an indirect effect on BI; and c) design of the Interface has a direct influence on BI. A managerial implication is that Networking plays a role in the way supplementary services, including blogs and discussion forums, are perceived. Theoretically, when service quality is decomposed into components such as core services and supplementary services, it also positively influences PU.