Factors affecting disengagement towards online communities

Abstract

With the advent of the internet, online communities have become an integral part of our lives

due to their popularity among users. However, online communities continue to face

difficulties in engagement and usage despite the advantages it offers. This study examines

various user barriers toward the intention to disengage from online communities. A total of

301 responses from online community members were collected from a research company

(Prolific). Structural equation modelling (SEM) and PROCESS macro were used to examine

the hypotheses. The current study examines the disengagement intention of online

community platforms using the innovation resistance theory framework. The findings suggest

that performance, information overload, and social recognition barriers positively impact the

disengagement intention of the online community members. The study offers various

academic and managerial implications.

Keywords: Online communities, innovation resistance theory, anticipated negative emotions,

virtual communities.

1. Introduction

The emergence of Web 2.0 has facilitated the creation of many online platforms where

individuals with similar interests and beliefs communicate their ideas, opinions, experiences,

and views, usually establishing a sense of obligation towards the other group members (Luo

et al., 2020; Tseng et al., 2022). Moreover, digital technologies have brought up a new

paradigm shift in every aspect of our society, transforming our lives, especially after the

COVID-19 pandemic (Brem et al., 2021). McKinsey & Company's (2020) report reveals that

the pandemic has reshaped consumer behaviour dynamics with a significant shift toward
using online mediums for most of the day-to-day activities. The Internet has given individuals

a new medium for social activity, bringing up unique aspects of social reality (Kim et al.,

2004). As a result, companies have started to use online knowledge-sharing platforms to

enhance expertise inside the company, decrease the costs related with recurring issues,

promote innovation, and learn from failures to capitalize on the shift in consumer behaviour

(He & Wei, 2009; Li et al., 2022). An online community platform is one of the most

commonly used online knowledge-sharing networks (Preece, 2000). Online communities are

social platforms run by businesses or individuals to allow many customers to engage in

product development and assist companies in optimizing the innovation process (Nambisan et

al., 2017; Liao et al., 2021). Like crowdsourcing, businesses invite diverse people with

varying levels of expertise to engage in product development and innovation through online

community platforms (Dost et al., 2020). Online communities have expanded to various

contexts and industries like travel products (Kim et al., 2004), the automobile sector (Essamri

et al., 2019), the healthcare industry (Sun et al., 2022), luxury products (Chapman &

Dilmperi, 2022), tourism industry (Lueg, 2006), social media (Hajli, 2018), mobile phone

(Zhao et al., 2018), hospitality sector (Wong et al., 2016) and education (Kirchner & Lai,

2007) to name a few.

The COVID-19 pandemic has significantly contributed to the engagement rate of online

communities, with an increase of about 81% since the start of the pandemic (PeerBoard,

2022). Moreover, the online community industry was expected to generate $1.20 billion in

revenue by 2021, up from $392.95 million in 2014 (PeerBoard, 2022). The survey by

PeerBoard (2022) also revealed that usage of online community platforms by a customer

tends to improve his overall customer experience and hence increase brand loyalty. A study

by The GovLab (2021) revealed that online community platforms are one of the essential

groups to most Facebook users in 11 out of 15 countries in the study. About 59% of the
organizations worldwide have adopted online community platforms for market research in

2018 (Statista, 2022).

Despite the high popularity of online communities among millennials and Gen Z, many

online community platforms cannot continuously motivate their participants towards

continuous knowledge contribution and hence fail to maintain long-term participation beyond

a short initial engagement (Cavusoglu et al., 2021; Malinen, 2015). Literature availability has

been abundant in the domain of online communities; however, very limited focus has been

given to the dark side of using online communities. Majority of the studies in the literature

emphasized on the positive outcomes of using online community like knowledge sharing (Ma

& Agarwal, 2007; Wang et al., 2021; Safadi et al., 2021), brand commitment (Liao et al.,

2019), loyalty intention (Porter & Donthu, 2008; Wang et al., 2009), active participation

(Wang et al., 2004; Kim et al., 2008), word of mouth (Kim et al., 2008) and continuous usage

intention (Tsai & Hung, 2019). However, only a few studies mentioned negative antecedents

to online community adoption. They also fail to acknowledge the adverse outcomes of using

online community platforms (Zhang et al., 2018; Liao et al., 2019; Bhattacharyya et al.,

2020). Therefore, we provide a more comprehensive framework to study the impact of five

psychological barriers (performance, traditional, privacy, social recognition, and information

overload) on the customer disengagement intention towards online community platforms.

Also, this study is unique as it uses innovation resistance theory as a theoretical foundation

that has not been used extensively in examining online community behaviour. The recent

pandemic has also enhanced the practical implication of this study as now more people seek

information through online community platforms (Pratama et al., 2020; Saud et al., 2020), so

it becomes vital to identify what causes disengagement among online community users.

Nevertheless, little effort was made to investigate disengagement intention in the context of

online communities. Since consumer resistance intention is investigated in mobile services

(Chemingui, 2013), internet banking (Laukkanen, 2007), and online food delivery (Kaur et

al., 2020), it has not been investigated in the online community’s context. This represents a

literature gap.

This study fills the above-mentioned gap by systematically researching consumers'

disengagement on online community platforms employing innovation resistance theory (IRT)

framework as a theoretical foundation. The present study aims to answer the below given

research questions (RQs): RQ1 why do consumers represent disengagement intention towards

online community platforms? RQ2 how anticipated negative emotions play a crucial role in

understanding consumers' disengagement intention? RQ3 does consumers' disengagement

intention towards online community platforms vary based on tenure and prior attitude

towards online community platforms? This paper presents a mediation and moderation

approach to answer the above-mentioned research questions. To answer RQ1 study

investigates how different barriers, such as performance barriers, traditional barriers, privacy

risk barriers, social recognition barriers, and information overload barriers, are used to frame

consumers' disengagement intention towards online community platforms. Moreover, we

investigated the mediating effects of anticipated negative emotion and the moderating impact

of tenure and prior attitude towards online community platforms on customer disengagement

intention to answer RQ2 and RQ3, respectively.

This study comprises of several theoretical and practical contributions. Theoretically, this

research enriches the literature on the dark side of online communities. The study investigates

the consumers’ disengagement intention in an online community context. The study further

contributes to the existing research domain by investigating the mediation impact of

anticipated negative emotions. Further, the present study also enriches the literature by

investigating the moderating effects of tenure and prior attitude towards online communities.

Moreover, this study also contributes to the IRT (innovation resistance theory) literature.
Practically, the study advises brands that use the online community platform to communicate

with their customers about the significant barriers people face while engaging on an online

community platform. Additionally, the study recommends what online community admins

and brand owners should do to avoid customer disengagement intention.

2. Literature review and hypotheses

2.1. Innovation resistance theory (IRT)

The innovation resistance theory (IRT) provides a comprehensive framework for

understanding customers' resistance to innovations (Ram & Sheth, 1989). Also, resistance in

the context of innovation can be explained as behavioural intention arising from logical

reasoning and judgement towards adopting and applying new technology due to the potential

changes caused by adjustments to the existing status quo and diversion from the current value

system (Hew et al., 2019). Researchers have discovered that customer resistance is critical in

determining whether new technological innovations will succeed or fail (Kaur et al., 2020).

According to innovation resistance theory (IRT), innovation resistance could be active or

passive (Kaul et al., 2020a). Active resistance is investigated through functional barriers such

as usage, value, and risk barriers. On the other hand, passive resistance is examined through

psychological barriers such as tradition and image barriers (Yu & Chantatub, 2016). The

innovation resistance theory (IRT) framework has been used in various contexts like internet

banking services (Matsuo et al., 2018) and e-shopping (Lian & Yen, 2014), mobile banking

(van Klyton et al., 2021), online food delivery (Kaur et al., 2020), online gaming (Oktavianus

et al., 2017), eco-friendly cosmetics (Sadiq et al., 2021). However, no previous literature has

explored the impact of resistance barriers on disengagement intention in the context of online

communities. Therefore, we have applied the innovation resistance theory (IRT) framework

to investigate the customer responses to the IRT barriers.

 2.2. Impact of resistance barriers on disengagement intention towards online

communities

In this study, we have examined the impact of IRT barriers (performance barrier, privacy risk

barrier, traditional barrier, social recognition barrier, and information overload barrier) on

disengagement intention toward online community platforms. We have added the social

recognition and information overload barriers to the IRT framework variables to enhance the

phenomenon's contextual understanding.

2.2.1. Performance barrier

Uncertainty in the decision-making situation is a significant component in an online setting.

Uncertainty costs are defined as the psychological ambiguity or risk perception associated

with the performance of a new alternative (Kim & Kankanhalli, 2009). The literature

suggests that a performance barrier raises the expectation of adverse outcomes, resulting in an

unfavourable attitude and negatively influencing the user's desire to use the new technology

(Polites & Karahanna, 2012; Benlian & Hess, 2011). Literature also suggests that emotions

and feelings such as anxiety have been associated with the risk and ambiguity perceptions

(Kummer et al., 2017; Inder & O'Brien, 2003). Therefore, due to uncertainty regarding the

performance of online social communities, consumers tend to resist using an online

community platform; instead, they prefer to use traditional offline community platforms.

Therefore, we propose the following hypothesis:

H1: Performance barrier positively influences disengagement towards online communities

2.2.2. Privacy risk barrier

The risk that online businesses would obtain and misuse personal information about

individuals is a privacy risk barrier (Jarvenpaa & Toad, 1996). There is considerable anxiety

about security concerns and internet information usage regarding personal information
privacy and unintentional uses (Roca et al., 2009). Therefore, consumers in an online setting

are hesitant to provide their financial and personal information. They believe their data would

be used without their permission and could be inappropriately leaked to other organizations

(Lim, 2003). Previous studies have demonstrated that privacy risk is crucial in adopting or

continuing the usage of online services (Poon, 2008; Roca et al., 2009; Shankar et al., 2021).

Therefore, we propose the following hypothesis:

H2: Privacy risk barrier positively influences customers' disengagement towards online

communities

2.2.3. Traditional barrier

Traditions influence the effectiveness of any product or service. Studies have claimed that

traditions are deeply established in society and people's lives (John & Klein, 2003). Any

potential conflict with them leads to a significant consumer reaction in the form of negative

word-of-mouth, negative publicity, and boycotting (Kaur et al., 2020a). Tradition barriers are

also linked to lower innovation adoption intentions (Antioco & Kleijnen, 2010). Previous

studies related to the usage of digital platforms have examined the impact of traditional

barriers in various contexts such as online shopping or e-shopping (Lian & Yen, 2014),

online gaming (Oktavianus et al., 2017), mobile banking (Yu et al., 2015), e-tourism

(Jansukpum & Kettem, 2015) and mobile commerce (Moorthy et al., 2017). However, the

impact of traditional barriers in the online community is yet to be seen. Therefore, we

propose the following hypothesis:

H3: Traditional barrier positively influences customers' disengagement towards online

communities

2.2.4. Social recognition barrier

Social recognition is an essential feature that explains why individuals share knowledge with

their peer group (Hossain et al., 2018). Social recognition, often known as reputation, is a

social variable assessed and supported by others in a community (Balleys et al., 2020). In the

present study, social recognition might be understood as to how the individual feels by active

involvement on a social media community platform via content sharing would improve their

social standing among other members of the online community (Hsu & Lin, 2008).

According to Maslow's hierarchy of needs theory, seeking admiration and seeking social

recognition are significant inherent human needs (Hossain et al., 2018). Literature suggests

that the lack of social recognition has negative effects on humans in terms of mental and

physical well-being (Townsend & McWhirter, 2005). The literature also suggests social

recognition as an important social construct which has a direct impact on consumer behavior

in an online setting (Helm et al., 2013; Kim et al., 2009). Therefore, we propose the following

hypothesis:

H4: Social recognition barrier positively influences customers' disengagement towards online

communities

2.2.5. Information overload barrier

Information overload is a situation in which a person cannot comprehend and absorb all

communication inputs (Rogers & Agarwala-Rogers, 1975). Information overload can happen

in two situations; first, when there is too much information or messages given to the receiver

at one time; second, when the information or message is not correctly organized (Jones et al.,

2004). The literature strongly suggests that information overload can lead to online fatigue,

which increases the chances of mistakes, leading to disengagement from the social network

community (Bock et al., 2010; Farhoomand & Drury, 2002). Individuals must engage with

one another for communities to operate, whether offline or online (Zhang et al., 2022).

However, engagement entails the strain of interacting with other people, which sometimes
becomes difficult to cope with all the communication inputs (Yu et al., 2018). The present

study focuses on information overload as a significant barrier in online community platforms,

influencing users' disengagement. Therefore, we propose the following hypothesis:

H5: The information overload barrier positively influences customers' disengagement

towards online communities

2.3. Mediating effects of negative anticipated emotions

Anticipated negative emotions are described as unpleasant feelings that may develop as a

result of a particular action (Wang, 2011). Researchers have examined the impact of

anticipated negative emotions in terms of products and services in the past (Romani et al.,

2012; Dahl et al., 2001; Soscia, 2007; Nyer, 1997). Various emotions such as sadness,

anxiety, tension, guilt, worry, shame, and apologetic have been used to express negative

emotions (Conner et al., 2006; Walsh, 2005). Previous literature suggests that negative

anticipated emotion directly relates to consumer intentions; however, it has no significant

impact on consumer behavioral outcomes (Escadas et al., 2019; Tangney et al., 2007;

Abraham & Sheeran, 2004). Considering the literature on anticipated negative emotions, an

exhaustive examination of the online community behavioral response phenomenon is still

lacking. Consumer disengagement is a psychological phenomenon of detachment from an

online community platform caused by the weakening or destruction of the emotional

connection between the consumer and the online community platform (Perrin-Martinenq,

2004). Extant literature is available to understand the customer engagement intention towards

online communities, brands, mobile applications and social media platforms (Shankar et al.,

2021; Chahal et al., 2019; Wang and Lee, 2020; Marino & Lo Pesti, 2018). However, very
limited efforts have been made to study the factors influencing disengagement intention

towards online community platforms. Therefore, we propose the following hypothesis:

H6: Negative anticipated emotions mediate the relationship among a) Performance barrier b)

Privacy risk barrier c) Traditional barrier d) Social recognition barrier e) Information

overload barrier and disengagement towards online communities.

2.4. Moderating effects of tenure and prior attitudes towards online

communities

Tenure can be explained as the duration of an individual's time as a particular online

community platform member (Wang & Fesenmaier, 2004). Literature suggests that

membership duration, i.e., tenure, positively correlates with deeper engagement on the online

community platforms (Kozinets, 1999). Moreover, membership duration tends to enhance the

social identity perception among online community members (Wang & Fesenmaier, 2004).

Membership tenure on an online community platform determines an individual's attachment

to the platform and other community members (Ma & Agarwal, 2007; Wang & Fesenmaier,

2004).

A significant predictor of the variation in consumer behaviour is the prior attitudes of people,

which moderate how they process new information and whether they accept or reject it

(Burke et al., 2018). Research shows that people with a positive attitude towards online

community platforms are more likely to continue their engagement on the platform (Corner et

al., 2012; Nambisan & Watt, 2008). In contrast, people with less established prior attitudes

are more inclined toward disengaging from the online community platform (Langerak et al.,

2003; Maio et al., 1996). Therefore, we propose the following hypothesis:

H7: The influence of negative anticipated emotions towards disengagement from online

communities is stronger for consumers with longer tenure compared to short tenure

association

H8: The influence of negative anticipated emotions towards disengagement from online

communities is stronger for consumers having prior attitude compared to no prior attitude

towards online communities

< Insert figure 1 here >

3. Methodology

3.1. Data collection

The data was collected from the users of online community platforms. A structured survey

questionnaire was used to collect data, which comprised of questions adopted from previous

literature in online communities. We have asked a screening question, “Are you an active

member of any online community platform?” to ensure that the correct audience qualifies for

the study. A market research company named Prolific was used to collect the data. It is

considered one of the most reliable platforms for data collection where researchers can

clearly define their target sample to get accurate and clean data (Bhutto et al., 2021; Talwar et

al., 2021). The survey questionnaire was sent to 550 respondents, and we received about 390

responses. Moreover, 89 responses were incomplete; therefore, after deleting them, we were

left with 301 responses for further analysis. The data collected was free of outliers and

normally distributed. The age distribution of respondents was from 20 to 48 years, having an

average age of 25.35 years old (SD = 4.13). It was found that 36% of the respondents had

been members of at least one of the online community platforms for over one year.

3.2. Survey development

The items measuring the construct in this study have been adopted from previously validated

scales in the literature. However, specific changes were made to the phrasing of the items to

make them more appropriate for the research. A group of subject experts, including

professors and professional researchers in the marketing field, were selected to content test

the survey instrument. In addition, a pilot study was carried out with 10 participants who

represented the members of an online community platform. Minor changes to the survey

items were made in response to comments from the expert group and the pilot study. All the

constructs were operationalized using a 5-point Likert scale (1=strongly disagree, 5=strongly

agree). Table 1 contains the scale items with their literature sources. Refer to Appendix 1 for

survey questions.

< Insert table 1 here>

3.3. Control variables

Various socio-demographic variables such as education level, age, gender, culture, and

income were considered as control variables for the study. Previous research indicated that

these socio-demographic factors substantially influenced customer behavioural intentions in

the online setting (Munnukka et al., 2015; Liao et al., 2019). Age, gender, educational level,

and economic background significantly influence customers' disengagement intention on an

online community platform. As a result, our study included these factors as control variables.

4. Data analysis and results

4.1. Measurement model

We performed a confirmatory factor analysis (CFA) using AMOS software to assess the

reliability and validity of the measurement items used in the survey questionnaire (Hair et al.,

2010). The findings of CFA presented in Table 2 represent that Cronbach’s alpha for all

variables is above 0.7 to ensure consistency (Hair et al., 2010). We examined the convergent
and discriminant validity to assess the validity of the measurement scale (Hair et al., 2010).

The values of average variance extracted (AVE) and composite reliability (CR) for all the

constructs are above 0.5 and 0.7, respectively, thereby confirming the convergent validity of

the scale (Hair et al., 2010). The findings of discriminant validity show that the square root of

AVE for each construct is greater than the correlation coefficients of the corresponding

constructs, confirming the discriminant validity of the measurement constructs (Fornell and

Larcker, 1981).

< Insert table 2>

4.2. Hypothesis testing

Our results indicate that the performance barrier (Effect=0.154, p<0.05), traditional barrier

(Effect=0.260, p<0.001) and information overload barrier (Effect=0.151, p<0.05) have

significant positive impacts on consumer disengagement intention towards online community

platforms. Hence, H1, H3 and H5 are supported. However, the results show that the privacy

risk barrier (Effect=-0.045, p˃0.05) and social recognition barrier (Effect=0.088, p˃0.05) did

not have a significant effect on consumer disengagement intention toward online community

platforms, thereby indicating that H2 and H4 are not supported.

<Insert table 3>

We used Model 4 in Process Macro (Hayes, 2013) with a non-parametric bootstrapping

method for 2000 resamples to examine the mediation effects of anticipated negative emotions

between barriers and consumer disengagement intention towards online community

platforms. Results highlighted in Table 4 shows that anticipated negative emotions partially

mediate the association between traditional barrier (Indirect effect=0.062, Direct

effect=0.199) and consumer disengagement intention towards online community platforms.

Also, we can see from Table 4 that anticipated negative emotions fully mediate the

association among information overload barrier (Indirect effect=0.046, Direct effect=0.105),

social recognition barrier (Indirect effect=0.028, Direct effect=0.06) and consumer

disengagement intention toward online community platforms. Hence, H6c, H6d and H6e are

supported. In comparison, anticipated negative emotions did not mediate the association

among performance barriers (Indirect effect=0.016, Direct effect=0.138), privacy risk barriers

(Indirect effect=-0.019, Direct effect=-0.025), and consumer disengagement intention

towards online community platforms. Hence, H6a and H6b are not supported.

<Insert Table 4>

To test the moderation hypotheses, we used bootstrap estimates from 2000 samples using

Model 1 in Process Macro (Hayes, 2013). Table 5 shows that the influence of anticipated

negative emotions towards disengagement from online communities (Effect=0.0026;

LLCI=0.000, ULCI= 0.0052) is stronger for consumers with longer tenure compared to short

tenure association, thereby supporting H7. However, the influence of anticipated negative

emotions towards disengagement from online communities (Effect=0.0487; LLCI=-0.0707,

ULCI= 0.1681) is not stronger for consumers with having prior attitudes compared to no

prior attitude towards online communities. Hence, rejecting H8. To better understand the

moderating impact of tenure on negative anticipated emotion and disengagement towards

online communities, refer to figure 3.

<Insert Table 5>

<Insert Figure 2>

<Insert Figure 3>

5. Discussion
In recent times, when people have increased their daily screen time significantly. Online

community platforms can help users to enhance their social connectedness. However, it is

seen that being part of an online community is not always enjoyable. Being active on online

community platforms can have severe mental and physical impacts. Therefore, it is seen that

people tend to stop engaging on an online community platform once issues such as privacy,

anonymity, cyber aggression, stress, and anxiety come into the picture. Hence, examining

consumer disengagement intention towards online community platforms is crucial. This study

provides a comprehensive framework supported by innovation resistance theory (IRT) to

examine how various functional and psychological barriers affect consumers' intention to

disengage from the online community platform. This study also examines how anticipated

negative emotions mediate the association between barriers and consumer disengagement

intention. Moreover, this study also examined the moderating effect of tenure and prior

attitudes between anticipated negative association and consumer disengagement.

Consistent with previous findings in other contexts, the results indicated that performance,

traditional, and information overload barriers are positively associated with consumer

disengagement (Kaur et al., 2020; Kefi & Perez, 2018). The results indicated that

performance barriers significantly positively affect disengagement behaviour. As online

communities as a concept is still in the nascent stage, consumers are unaware of their

characteristics and the usage of online community platforms. Consumers are also unsure of

what benefits they would get from being active members of online community platforms.

Further, consumers perceived that becoming an online community member might be complex

and therefore represent disengagement intention towards it.

However, contrary to the previous findings (Kaur et al., 2020a), results indicated that

traditional barriers significantly enhance consumers' disengagement intention towards online

communities in other contexts. Many users prefer to connect with other members in an
offline setting as it gives them a feeling of belongingness and reality. Moreover, people

believe that using the online medium to connect with other people could make them lose

touch with reality; therefore, people still prefer traditional communities. Also, online

communities require reading, writing, and typing skills, which many people still lack across

the globe. Therefore, it becomes evident that they choose traditional communities over online

communities.

The findings of our study also indicated that information overload positively impacts

consumer disengagement intention, which is consistent with Bock et al. (2010). The

abundance of irrelevant information on an online community platform causes online fatigue,

forcing users to disengage from the online community platform. Therefore, companies should

filter the information a user gets to reduce information overload fatigue. Results also

indicated that privacy risk barriers have no significant effect on consumer disengagement

intention. People tend to become a member of an online community only if the company is

branded and well renowned; hence, consumers are sure of privacy concerns over community

platforms. Hence, consumers do not feel insecure about using online community platforms.

Similarly, contrary to previous literature (Helm et al., 2013), in other contexts, social

recognition barriers do not significantly impact the customer disengagement intention.

Studies have shown that rewards such as virtual badges (Wang et al., 2021) can be seen as a

social recognition for active participation, enhancing customers' satisfaction. However, our

results show that it is not an essential parameter to enhance the engagement among

community members.

Consistent with the previous study (Hwang et al., 2020), in other contexts, results suggested

that anticipated negative emotions play an essential role in framing consumers' resistance

intention. If consumers perceive barriers to using online community platforms, they tend to

show negative emotions and ultimately represent resistance to the platform. Finally, results
indicate that members with a long association with the online community have more impact

on the disengagement intention of online communities for consumers than members with a

short tenure association. However, members with a prior attitude towards online communities

have no significant impact on the disengagement intention of an online community for

consumers than members with no prior attitude. This is because people tend to develop a

sense of belongingness if the association period is long. Also, because new people join the

online communities regularly, prior attitudes do not impact user behavioural outcomes.

6. Implications

6.1. Academic implication

The present study has several academic implications. Firstly, online community platforms

have received much attention from the researchers in last few years. However, most studies

focus on the positive side of online community platforms (Kumar, 2019; Vohra &

Bharadwaj, 2019; Makri & Turner, 2020). Hence, little effort was made to examine

consumers' disengagement intention on an online community platform, especially scant

efforts to investigate the dark side of consumers' behavioural intention in different online

community contexts. This study enriches the online community-related literature by

investigating the effects of functional and psychological barriers on consumers'

disengagement intention towards using online community platforms. We examined a

comprehensive framework with the underpinnings of innovation resistance theory and

empirically validated it in the online community context. We have also contributed to the

innovation resistance theory literature by adding two new variables, i.e., the information

overload barrier and the social recognition barrier. The model proposed five barriers (i.e.,

performance, traditional, privacy risk, information overload, and social recognition) and

anticipated negative emotions as mediators. The study also examines how tenure and prior
attitudes moderated the relationship between anticipated negative emotions and consumer

disengagement intention. This study extends the consumers' emotions-related literature by

investigating the mediating effects of anticipated negative emotions on the association

between barriers and resistance intention. The present study also enriches the tenure and prior

attitudes literature as we have used them as moderators in this study. Finally, we have seen

that innovation resistance theory (IRT) has been used in different contexts in the literature

(Chen et al., 2022; Kaur et al., 2020; Kaur et al., 2020a). However, this study is one of the

pioneers in using innovation resistance theory in an online community context by adding two

new variables to the existing framework of barriers given by Ram & Sheth (1989).

6.2. Managerial implication

Based on the findings of our study, we provide some insightful suggestions to online

community admins and marketers. Because our studies reveal that performance, traditional,

and information overload barriers contribute to customers' disengagement from online

community platforms, companies and group admins should keep these three hurdles in mind

when operating online community platforms. More specifically, to reduce performance

barriers, marketers should provide a solution that is easy to use and understand. The

organization should include gamification features on the community platforms to motivate

consumers to stay engaged in the online community platform. Marketers should also ensure

that there is no cyberbullying on the online community platforms to reduce consumers'

traditional risk.

Marketers should also ensure the quality of the content shared on the online community

platform, and it should encourage all its members to engage in knowledge sharing. It is also

seen that consumers tend to isolate themselves from the online community platform due to

information overload. Therefore, companies should ensure that consumers get notifications
for relevant content only to keep them motivated to be active online community members.

Most importantly, when it comes to social media online communities, it is seen that due to

the abundance of information, the user faces social media fatigue; therefore, it is advised that

organizations should filter the information or messages for users by using AI and machine

learning techniques so that the user only gets content in which he or she is interested.

The study also suggested that anticipated negative emotions are crucial in framing consumers'

disengagement intention towards online community platforms. Hence, the organization

should provide utilitarian and hedonic values to reduce negative emotions. Finally, results

suggested that prior consumer attitudes have adverse moderating effects; hence, marketers

should consider prior consumer attitudes as an essential variable when providing online

support to consumers.

7. Limitations and future research directions

Although this research has many implications, some research restrictions and suggestions

were provided for future studies. First, our proposed model was confined to online

community platforms. Future researchers could utilize the current framework in other

contexts as well. Second, due to the limitation of time and resources, we have collected cross-

sectional data. However, we suggest that future researchers test the current model using

longitudinal data to understand the change in human behaviour over time. Third, the current

study has used only a limited number of variables in the model. However, future researchers

can add more variables like loneliness, social support, envy, and shyness to better understand

the attributes of online communities. Finally, we investigated customer disengagement

intention only. Future studies can examine adoption and disengagement behaviour using the

dual-factor model for a deeper understanding of the phenomenon.

Figure 1: Proposed framework

 Figure 2: Hypothesis results

Figure 3: Moderating impact of tenure between negative anticipated emotions and

disengagement towards online communities

 Table 1: Measurement model

Variables and items FL

Performance Barrier (PB) (Prakash & Das, 2021)  
PB1 0.893
PB2 0.885
PB3 0.872
PB4 0.859
Traditional Barrier (TB) (Kaur et al., 2020)  
TB1 0.857
TB2 0.932
TB3 0.900
TB4 0.835
Privacy Risk Barrier (PRB) (Shankar et al., 2021)  
PRB1 0.769
PRB2 0.849
PRB3 0.773
Information Overload Barrier (IB) (Bock et al., 2010)
IB1 0.910
IB2 0.876
IB3 0.823
Social Recognition Barrier (SB) (Helm et al., 2013)  
SB1 0.887
SB2 0.927
SB3 0.921
SB4 0.887
Consumer Disengagement (CD) (Shankar et al., 2021)  
CD1 0.931
CD2 0.923
CD3 0.883
Negative Anticipated Emotion (NE) (Romani et al., 2012)  
NE1 0.925
NE2 0.927
NE3 0.919
NE4 0.921
Prior Attitudes (PA) (Nambisan & Watt, 2008)  
PA1 0.842
PA2 0.914
PA3 0.893
PA4 0.808
Notes: FL= Factor loading

Table 2: Discriminant validity analysis

Variables AVE CR α PB TB PRB IB SB NE PA CD

Performance Barrier (PB) 0.77 0.93 0.93 0.88
Traditional Barrier (TB) 0.78 0.93 0.93 0.22 0.88
Privacy Risk Barrier (PRB) 0.64 0.84 0.83 0.05 0.12 0.80
Information Overload Barrier (IB) 0.76 0.90 0.90 0.14 0.13 0.24 0.87
Social Recognition Barrier (SB) 0.82 0.95 0.94 0.18 0.21 0.17 0.12 0.91
Negative Anticipated Emotion (NE) 0.85 0.96 0.92 0.17 0.33 0.02 0.24 0.20 0.92
Prior Attitudes (PA) 0.75 0.92 0.95 0.04 -0.14 -0.03 -0.05 -0.01 -0.15 0.86
Customer Disengagement (CD) 0.83 0.94 0.93 0.24 0.33 0.05 0.21 0.18 0.35 -0.22 0.91

Table 3: Path analysis

Path Beta Standard Error
Social Recognition Barrier → Customer Disengagement 0.088ns 0.070
Information Overload Barrier → Customer Disengagement 0.151* 0.075
Privacy Risk Barrier → Customer Disengagement -0.045ns 0.118
Traditional Barrier → Customer Disengagement 0.260*** 0.064
Performance Barrier → Customer Disengagement 0.154* 0.070
Notes: *** implies that p-value is < 0.001; ** implies that p-value <0.01; * implies that p-
value is <0.05; ns implies that p-value is not significant
 Table 4: Mediation analysis

Hypothesis Indirect Direct Mediation

Effects Effect

Performance Barrier→ Negative Anticipated Emotion→ 0.016ns

Customer Disengagement 0.138* No Mediation

Traditional Barrier→ Negative Anticipated Emotion→ 0.062** 0.199*

Customer Disengagement * * Partial Mediation

Privacy Risk Barrier→ Negative Anticipated Emotion→ -0.019ns -

Customer Disengagement 0.025ns No Mediation

Information Overload Barrier→ Negative Anticipated 0.046**

Emotion→ Customer Disengagement * 0.105ns Full Mediation
Social Recognition Barrier→ Negative Anticipated 0.028*
Emotion→ Customer Disengagement 0.06ns Full Mediation

Table 5: Moderation analysis

Paths Effects Boot Bootstrap 95% Moderation
SE
Lower Upper

Tenure
Negative Anticipated Emotion→ Customer
Disengagement 0.0026 0.0013 0.000 0.0052 Supported

Prior Attitude
Negative Anticipated Emotion→ Customer
0.0487 -0.0707 0.1681
Disengagement 0.0607 Not supported
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