Traditional communications media has been transformed and reshaped with the introduction of the Internet and its technologies. The Internet has massively evolved over time, and the World Wide Web or otherwise referred to as Web 1.0 has developed to what is so called Web 2.0. The explosive diffusion of this global system has fostered the emergence of Web-based communities supported by the existence of globally connected individuals. As both the number of World Wide Web virtual community sites and users has expanded and grown quickly, these communities have become a subject of study to researchers of multiple disciplines. However, sustaining a successful operation of any Web 2.0 community depends on the continuous participation of its own users. It is massively important to maintain committed members in terms of continuous participation. Yet, their level of participation might vary depending on one’s personal, social, situational, and cultural influences that eventually affect their intentions and behaviour on whether to continue or discontinue participating in that community.