Understanding Continuance Intention to Use Smoking Cessation Online Health Community: A Social Exchange Perspective

Abstract

This study aims to investigate the factors determining smokers’ continuance intention to use smoking cessation online health communities from a social exchange perspective. This study proposes that the benefits of using smoking cessation online health community consists of informational benefit, emotional benefit, and companionship, which have positive effects on users’ continuance intention to use smoking cessation online health communities, whereas the cost is composed of time and efforts as well as privacy concern, which exert a negative impact on smokers’ continuance intention. In addition, some factors are set as moderators in the proposed research model to explore the different roles of benefits and costs in shaping continuance intention among different user groups.