Virtual community users’ travel information-seeking continuance intention: an empirical study based on the cognitive load theory and flow theory

Purpose: Virtual communities are useful sources of travel information for tourists. To better promote the sustainable development of virtual communities and provide theoretical guidance, this study aims to explore how the cognitive load generated by tourists in the information-seeking process facilitates the formation of their continuance intention. Design/methodology/approach: Built on the cognitive load theory and flow theory, this study investigates the formation mechanism of virtual community users’ continuance intention to seek travel information. A total of 328 valid questionnaires were collected and used for hypothesis testing. Findings: The results show that perceived usefulness, perceived information consistency and prior experience positively affect continuance intention. Concentration and time distortion have significant effects on continuance intention. Moreover, concentration and time distortion mediate between prior experience and continuance intention. Originality/value: This study clarifies the formation mechanism of virtual community users’ continuance intention of travel information seeking from a new perspective. The conclusions enrich the research on consumer behavior in the information search field and provide a reference for virtual communities. © 2023, Emerald Publishing Limited.