Customer participation in virtual brand communities: The self-construal perspective
Customer participation in virtual brand communities: The self-construal perspective
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DOI：
10.1016/j.im.2015.04.003
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发表时间：
2015-07
期刊：
影响因子：
--
通讯作者：
Yonggui Wang;Shuang Ma;Dahui Li
中科院分区：
文献类型：
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作者：
Yonggui Wang;Shuang Ma;Dahui Li
本研究将自我认知理论引入虚拟品牌社群文献，探讨自我认知如何与社群奖励及公众自我意识互动，进而影响顾客参与。基于中国两个社区的数据，我们发现，独立的联系比相互依存的联系对参与意愿有更强的正向直接影响。社区奖励和公众自我意识削弱了独立解释对意图的影响。相比之下，公众自我意识增强了相互依赖性联系对意向的影响，但这种增强效应不存在于社区奖励中。还发现了意图和实际参与之间的显着关联。
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-consciousness, but this strengthening effect did not exist for community rewards. A significant association between intention and actual participation was also found.