The role of perceived interactivity in virtual communities: building trust and increasing stickiness

Although previous research has explored factors affecting trust building in websites, little research has been analysed from the perceived interactivity perspective in virtual communities (VCs). A research model for verifying interactivity antecedents to trust and its impact on member stickiness behaviour is presented. Two social interactivity components and two system interactivity components are, respectively, theorised as process-based antecedents and institution-based antecedents to trust in the model. Data were collected from 310 members of VCs to test the model. The results show that connectedness and reciprocity are important antecedents to trust in members, while responsiveness and active control are important antecedents to trust in systems. The results also indicate that trust has significant influence on the members’ duration and retention, which are two dimensions of member stickiness measured in this research. These findings have theoretical implications for online interaction-related literature and critical business implications for practitioners of VCs.