Given　the　rapid　growth　in　the　communication　landscape　for　users　brought　about　by　participative　Internet　use,　online　games,　and　social　media,　it　is　important　to　explore　a　better　understanding　of　these　online　technologies　and　their　impact　on　the　users’　willingness　to　help　a　member.　This　study　integrates　perceived　value,　social　capital,　and　cognitive　absorption　as　the　antecedents　of　the　users’　willingness　to　help　individual　members;　furthermore　affecting　the　Social　Media　Communities　(SMCs)　continuance.　The　results　display　the　concernment　of　perceived　value,　social　capital,　and　cognitive　absorption,　which　plays　a　decisive　role　and　produces　direct　effects　in　predicting　the　willingness　to　help　online　members　in　this　model.　Depending　on　our　findings,　practical　implications　for　SMCs　marketing　strategies　and　theoretical　implications　will　be　predicted.　©　2016　Taylor　&　Francis　Group,　London.