Understanding continuous participation of customers in online co-innovation community

Online co-innovation community is booming in the age of the Internet. After accessing the community, customers can share their ideas and opinions, and work together with brand designers. The initial adoption of participation in co-innovation community has been discussed by many scholars. However, there is little report on the post-adoptive intentions and behaviors of customers. To make up for the gap, this paper extends the technology acceptance model (TAM) with two dimensions, namely, community atmosphere and prior experience (including perceived positive feedback and degree of participation), and relies on the extended model to predict the customer attitude and intention to/for continuous participation in Xiaomi online innovation community. The results show that the attitude to continuous participation is a good predictor of the intention for continuous participation; community atmosphere and perceived usefulness have a significant effect on the attitude to continuous participation; perceived ease of use does not have a significant effect on the attitude to continuous participation; both perceived usefulness and perceived ease of use are affected by perceived positive feedback; the degree of participation has a great impact on perceived ease of use, but not on perceived usefulness. The research findings lay a solid foundation for further research into the continuous behaviors in online co-innovation communities. © 2020 WITPress. All rights reserved.