Developing the Commitment to Virtual Community: The Balanced Effects of Cognition and Affect

被引：56

作者：

Gupta, Sumeet ^{[1
]}

Kim, Hee-Woong ^{[1
,2
]}

机构：

[1] Natl Univ Singapore, Dept Informat Syst, Sch Comput, Singapore, Singapore

[2] Natl Univ Singapore, Dept Informat Syst, Singapore, Singapore

来源：

INFORMATION RESOURCES MANAGEMENT JOURNAL | 2007年 / 20卷 / 01期

关键词：

community IS; computer mediated communication; electronic commerce; human/computer interaction; user behavior; user attitudes; virtual community;

D O I：

10.4018/irmj.2007010103

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

A virtual community (VC) of committed members is of great strategic value to online firms and vendors owing to its ability to attract and retain members. However, online firms and vendors find it difficult to instill commitment among their VC members. Therefore, this study examines the mechanism of customer commitment formation in a relationship-cum-interest based VC. By understanding the mechanism of customer commitment formation in a VC, online firms and vendors can enhance customer commitment to the VC. Using the theory of reasoned action, this study finds that encouraging participation among customers is the springboard for customer commitment to the VC. However, customer participation should be balanced with a proper mix of cognition and affect enhancing aspects, particularly those aspects that arouse customers' interests and encourages relationship building among them. Online firms and vendors would thus benefit by encouraging personal relationships among their VC participants.

引用

页码：28 / 45

页数：18

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