An integrated model of virtual communities continuous participation

Nowadays virtual communities have become one of the main places of life on the Internet for people. Virtual communities´ platforms operating successfully, in addition to relevant information, numerous proactive participants are critical factors. It is very important for online communities´ practitioners to attract, retain participants and make them continue participating (including reading and contribution). An integrated model is designed to explain the relationships among environmental stimulus (including technological and social factors), individual perceptions, VC participation and VC loyalty, which is used to interpret VC continuous participation influence factors based on the stimulus-response theory. Empirical study of this integrated model is to be done in future research.