Customer participation in virtual brand communities: The self-construal perspective

被引：99

作者：

Wang, Yonggui ^{[1
]}

Ma, Shuang ^{[2
]}

Li, Dahui ^{[3
]}

机构：

[1] Univ Int Business & Econ, Beijing, Peoples R China

[2] Beijing Int Studies Univ, Beijing, Peoples R China

[3] Univ Minnesota Duluth, Duluth, MN 55812 USA

来源：

INFORMATION & MANAGEMENT | 2015年 / 52卷 / 05期

基金：

中国国家自然科学基金;

关键词：

Self-construal; Independence; Interdependence; Community rewards; Public self-consciousness; Participation; Virtual brand communities; SOCIAL-INFLUENCE; CONSCIOUSNESS; PERSONALITY; MODEL; ENVIRONMENTS; COMMITMENT; MEMBERS; VALUES;

D O I：

10.1016/j.im.2015.04.003

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

080201 [机械制造及其自动化];

摘要：

By introducing the self-construal theory to the virtual brand community literature, this study examines how self-construal interacts with community rewards and public self-consciousness to influence customer participation. Based on data collected from two communities in China, we found that independent construal had a stronger positive direct effect on the intention to participate than did interdependent construal. The effect of independent construal on intention was attenuated by community reward and public self-consciousness. In comparison, the effect of interdependent construal on intention was enhanced by public self-donsciousness, but this strengthening effect did not exist for community rewards. A significant association between intention and actual participation was also found. (C) 2015 Elsevier B.V. All rights reserved.

引用

页码：577 / 587

页数：11

共 64 条

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