System Quality

According to the IS literature system quality refers to the characteristics of information systems such as usability, reliability, adaptability, stability, and security (Delone and McLean, 2003, 2004, Kulkarni et al., 2007). Wang (2008) describes ease of use and adaptation as two attributes of the construct. Rai et al. (2002) have described user friendliness and ease of use as two dimensions of system quality.

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Similarly, several previous researchers have also used ease of use when defining system quality (Segars and Grover, 1993, Hendrickson et al., 1994). Drawing upon the IS literature, OC scholars have described system quality as the functionalities of the OC such as easy access, good user interfaces, fast response time, and system reliability (Min-Ho et al., 2009, Zhang, 2010). Further OC researchers have recognised these attributes as usability characteristics which facilitate interaction between OC members (Preece, 2001, Jin et al., 2010). Consistent with prior research, in the context of B2B OBCs, this study defines system quality as having several characteristics. These include ease of use reflecting on members believing that using the B2B OBC do not need significant effort (Yang and Fang, 2004, Lin, 2007), accessibility reflecting on that posted messages inside the B2B OBC can be easily accessed with low effort (Miller, 1996, Nelson and Todd, 2005), response time reflects on the speed of the B2B OBC website (Nelson and Todd, 2005), and reliability referring to the availability of the B2B OBC website over time (Nelson and Todd, 2005).

3.5.2.1 System Quality and Active Participation

The current literature provides controversial information on how system quality might impact members’ participation behaviour in B2B OBCs. According to research, business owners and managers who are confident in using web-based applications are more willing to share knowledge online (Carr et al., 2010). Wang and Fesenmaier (2004a) stated that the ease of communication of OC systems encourages members’

contribution. A study by Preece et al. (2004) collected data from 375 online communities ranging from health, government, sports, and organisations community.

Their research outcomes revealed that software related issues such as usability was one of the top five reasons for lurking. On the other hand, several researchers have discovered that usability issues were not the major factors affecting content contribution within OCs (Lampe et al., 2010). According to Yang et al. (2007) usability is not a negative factor influencing people intention to participate in OCs

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like discussion forums. One might argue that the contradictory findings in the literature in relation to system quality could be due two main reasons. First, the construct may have different effects on participation depending on the community type. For example, in an OC where the members have advanced IT skills because of their professions, then system quality may not play an important role. Whereas, in an OC where the members are less IT literate, then system quality could be seen as an important factor. Secondly, system quality may influence other factors (e.g. trust) rather than active participation itself and this is further supported by prior studies (Riding et al 2002, McKnight et al., 2002b). However, considering lack of research in the area of B2B OBCs, it is important to investigate the system quality phenomenon in the context of B2B OBCs. Accordingly, this study hypothesises that system quality is positively impact active participation in B2B OBCs.

Hypothesis 5c: There is a positive association between system quality and active participation in B2B OBCs.

3.5.2.2 System Quality and Trusting Beliefs

Well established literature reports the positive effect of system quality on trust.

Several prior reports suggest that in an OC system quality affects trusting beliefs but it does not directly affect participation behaviour (Riding et al 2002, McKnight et al., 2002b). Consistent with past reports, this study also suggests that system quality has a positive impact on trusting beliefs in B2B OBCs. This proposition is in line with the findings from previous empirical studies in the field of IS and OC (McKnight et al., 2002b, Corbitt et al., 2003, Zhang and Zhang, 2005, Nicolaou and McKnight, 2006, Thaw and Mahmood, 2009). For example, in an attempt to better understand online trust building mechanism, Zhang and Zhang (2005) have proposed a theoretical framework based on several theories such as SET, Theory of Reasoned Action (TRA), Theory of Planned Behaviour (TPB), and Expectation Confirmatory Theory (ECT).

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In their framework they have identified system quality (perceived system reliability and perceived system design interface) as one of the influencing factors for trusting beliefs in online environment. Similarly, a study by Nicolaou and McKnight (2006) also found that system quality is an important factor for trust building in online interaction. The findings from these two prior studies are further supported by several empirical examinations on the phenomenon, which found system quality increase trust in online environments (Corbitt et al., 2003, Ratnasingam, 2005, Thaw and Mahmood, 2009). In their study McKnight et al. (2002b) developed and tested a model of consumer trust in an electronic ecommerce vendor. Their framework included system quality (e.g. website quality) as an antecedent factor for trusting beliefs. They further empirically tested their model and the result of their research suggests that system quality is a powerful tool that vendors can use to increase consumer trust. According to Thaw and Mahmood (2009), several attributes such as perceived security, perceived privacy and trustworthiness of web vendors positively associate with trust in OCs like B2C. Similarly, Corbitt et al. (2003) have also discovered that site quality and technical trustworthiness have significant and positive effect on trust in B2C OBCs. Moreover, it is believed that in online settings problems with system quality will lower members’ trust and raise dissatisfaction. For example, Yoo et al. (2002) argued that in an OC members are reluctant to use the community website when they experience lack of access, delays in responses, and difficulty in navigation. Hence, the findings from past studies provide strong evidence, which allows for making the assumption that system quality will also influence trusting beliefs in B2B OBCs. In B2B OBCs members may lose their trust with their community if they find that the site is not easy to use, site loading is slow or the site is not available to use regularly. Accordingly, this study hypothesises that system quality is positively associated with trusting beliefs in B2B OBCs.

Hypothesis 5d: There is a positive association between system quality and trusting beliefs in B2B OBCs.

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