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The Role of Cognitive Absorption as a Mediating Variable in Virtual Community  

Kim, Jin-Hwa (School of Business, Sogang University)
Byun, Hyun-Soo (School of Business, Sogang University)
Publication Information
Information Systems Review / v.6, no.2, 2004 , pp. 47-63 More about this Journal
Abstract
As Internet usages proliferate, the interests on cyber space and virtual community increase. The purpose of this study is to find the role of cognitive absorption as an intermediate variable. It is a variable that links factors that affect on members' usage of virtual community and cognitive absorption. The result of this study shows that challenges, skills, perceived reality, and needs affect the usage of virtual community through cognitive absorption, while only interactivity affects the usage of virtual community directly. This shows that cognitive absorption plays an important role in the usage of virtual community. The major contribution in this study is that cognitive absorption influences on the usage of virtual community greatly. If there is a way to increase the intensity of cognitive absorption, it will strongly help increase the performance of virtual community.
Keywords
Virtual Community; Flow; Cognitive Absorption; Usage; Role of Mediating Variable;
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