Abstract
Purpose - This paper aims at providing a conceptual model that elucidates the role of cognitive absorption in explaining behavioural intentions in virtual health communities. Design/methodology/approach - Data was collected from 361 contributing members of virtual health communities from Gauteng, South Africa using a structured questionnaire. Structural equation modelling using AMOS software was used to analyse the data. Findings - The findings show that cognitive absorption has significant direct positive influence on members’ intentions to continue participating on virtual health community platforms. Cognitive absorption was also found to have indirect influence on behavioural intentions through its influence on members’ attitude. It was also found to play a mediating role on the influence of perceived usefulness and behavioural intention. Research limitations/implications - The study shows the value of linking the flow theory and the technology acceptance model to provide a comprehensive understanding of behavioural intentions in virtual health community forums. Practical Implications - Managers of virtual health communities need to pay attention to experiential aspects of their sites. Success in ensuring that community members are cognitively absorbed is key to the development of positive attitude and intentions towards virtual health community forums. Originality/value - Virtual health communities play a new and growing role in the way health-related information and support is offered and accessed by those in need. Despite their importance, not much research has been done to explain the role of consumer experience on member behaviour on such forums. The study contributes to this understanding by demonstrating the value of cognitive absorption...