Factors Affecting Users’ Continuous Usage in Online Health Communities: An Integrated Framework of SCT and TPB

Background: Online health communities (OHCs) provide a new channel for users to obtain more health-related information and support, playing an important role in alleviating hospital congestion and uneven medical resource distribution, especially during the COVID-19 pandemic in China. An in-depth study of users’ continuous usage is of great value for the long-term development of OHCs. Objective: The purpose of this study is to explore the factors that influence users’ continuous usage in online health communities based on the theory of planned behavior (TPB) and social cognitive theory (SCT). Methods: Data from 480 users with experience in online health communities were collected through a questionnaire survey, and structural equations were applied to verify the model hypotheses empirically. Results: Self-efficacy and controllability have significant effects on users’ continuous intention; attitude has a significant relationship with continuous intention; social norms have a positive effect on continuous intention. Moreover, the relationship between continuous intention and behavior is positive. Self-efficacy and outcome expectations have significant positive associations with continuous usage. Finally, system quality, information quality, and social interaction ties have significant and positive relationships to continuous usage. Conclusion: To improve the level of user’s continuous usage, online health service providers can improve the quality of the community by organizing the website’s page layout, navigation menus, and site elements to ensure users quickly search and find what they want meanwhile try to change people’s cognition gradually, in addition, decision and policymakers should provide more favorable policies to stimulate and help provider in building and managing strategic plans for sustaining a thriving online community. A supportive climate in society through public service advertisements and others for the sake of OHCs is necessary. Limitations: (1) This study collected data through a cross-sectional survey. Thus, it lacked the process of capturing the changes in participants’ attitudes toward all variables. (2) The environmental factors in SCT theory need to be more comprehensive, containing online factors without offline factors. (3) The dates were obtained from China, which neglects the different cultural content.