Investigate the Influence and Moderators of the Embarrassment on the
Continual Usage and Knowledge Sharing Intention in Virtual Communities
Dublin Core
Title
Investigate the Influence and Moderators of the Embarrassment on the
Continual Usage and Knowledge Sharing Intention in Virtual Communities
Continual Usage and Knowledge Sharing Intention in Virtual Communities
Subject
Embarrassment; Virtual Communities; Dramaturgic Theory; Knowledge Sharing
Description
Embarrassment has been an important research issue in the domain of management. Previous studies indicated when embarrassment occurred
between sales and customers, it could reduce the customers' intention to visit the store again. Virtual communities are also places for interaction
between members; therefore, embarrassment could occurred as well. Goffman’s dramaturgic theory can be perfectly applied to the settings of
virtual communities. They both address the interaction facet between people. Dramaturgic theory can also elaborate the occurrence of
embarrassment. Thus, this study aims to resolve the possible reasons inducing embarrassment by dramaturgic perspective, and investigate the
influence and moderators of embarrassment on members' continual usage and knowledge sharing intention towards virtual communities. In
addition, two sets of interference variables were derived based on virtual community characteristics, and their influence on the
above-mentioned correlations was analyzed. The research results can be a good reference for virtual community operators and managers to help
them understand those causes of embarrassment that have a negative impact on those community members’ intentions, and to reflect on how
they can reduce those causal factors by tweaking the design of community platforms.
between sales and customers, it could reduce the customers' intention to visit the store again. Virtual communities are also places for interaction
between members; therefore, embarrassment could occurred as well. Goffman’s dramaturgic theory can be perfectly applied to the settings of
virtual communities. They both address the interaction facet between people. Dramaturgic theory can also elaborate the occurrence of
embarrassment. Thus, this study aims to resolve the possible reasons inducing embarrassment by dramaturgic perspective, and investigate the
influence and moderators of embarrassment on members' continual usage and knowledge sharing intention towards virtual communities. In
addition, two sets of interference variables were derived based on virtual community characteristics, and their influence on the
above-mentioned correlations was analyzed. The research results can be a good reference for virtual community operators and managers to help
them understand those causes of embarrassment that have a negative impact on those community members’ intentions, and to reflect on how
they can reduce those causal factors by tweaking the design of community platforms.
Creator
Sheng-Cheng Lin
Date
2021
Contributor
PERI IRAWAN
Format
PDF
Language
ENGLISH
Type
TEXT
Files
Collection
Citation
Sheng-Cheng Lin, “Investigate the Influence and Moderators of the Embarrassment on the
Continual Usage and Knowledge Sharing Intention in Virtual Communities,” Repository Horizon University Indonesia, accessed June 27, 2025, https://repository.horizon.ac.id/items/show/9277.
Continual Usage and Knowledge Sharing Intention in Virtual Communities,” Repository Horizon University Indonesia, accessed June 27, 2025, https://repository.horizon.ac.id/items/show/9277.