Developing a conceptual framework for factors affecting active participation in business to business online business communities

The primary purpose of this paper is to provide better understanding of the factors affecting active participation in Business-to-Business Online Business Communities (B2B OBCs). Toward this goal, this study proposed a conceptual framework based on the Social Exchange Theory (SET), Uses and Gratification theory (U&G), and the Information Systems Success Model (ISSM). The framework was further explored and tested using semi structured interview with twelve members of B2B OBCs. The findings suggest that reciprocity, trust, reputation/status, functional factors, system quality, information quality and service quality may affect the level of B2B OBCs' participation. Acknowledging the qualitative nature of this study, the proposed framework was only tested on small number of participants and therefore findings limit generalisation to the wider business population. Therefore a future empirically study will be conducted in order to thoroughly test the framework.