Contribution Behavior in Virtual Communities: Cogntiive, Emotional, and Social Influences

Contribution Behavior in Virtual Communities: Cogntiive, Emotional, and Social Influences
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DOI：
10.25300/misq/2014/38.1.07
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发表时间：
2014-03
期刊：
MIS Q.
影响因子：
--
通讯作者：
Hsien-Tung Tsai;R. Bagozzi
Hsien-Tung Tsai;R. Bagozzi
中科院分区：
其他
文献类型：
--
作者：
Hsien-Tung Tsai;R. Bagozzi

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虚拟社区的长期生存在很大程度上取决于其成员的贡献行为。我们通过将对虚拟社区的贡献概念化为小型友谊团体所指的意向行为来深化和扩展先前的研究。具体地说，我们调查了共同的自我意图的认知、情感和社会决定因素，以及它们对成员在更大社区中所属的小友谊小组的贡献行为的后果。使用多个测量来源和纵向准实验设计，我们发现群体规范和社会认同以及态度和预期情绪有助于行为欲望的发展，而行为欲望又反过来影响我们的意图。此外，主观规范在鼓励捐赠行为上的有效性低于群体规范或社会认同。最后，成员的体验水平正向调节我们的意愿与贡献行为之间的关系，集体主义与个人主义倾向的差异对社会认同和预期情绪对为虚拟社区中的友谊群体做出贡献的愿望的影响具有调节作用。对方法偏差以及与之竞争的假设进行了测试。这些发现具有重要的研究和管理意义。
The long-term viability of virtual communities depends critically on contribution behavior by their members. We deepen and extend prior research by conceptualizing contributions to virtual communities in terms of small friendship group-referent intentional actions. Specifically, we investigate cognitive, emotional, and social determinants of shared we-intentions and their consequences for member contribution behavior to the small friendship group to which they belong within a larger community. Using multiple measurement sources and a longitudinal quasi-experimental design, we show that group norms and social identity, as well as attitudes and anticipated emotions, contribute to the development of behavioral desires, which in turn influence we-intentions. In addition, subjective norms are less effective than either group norms or social identity in encouraging contribution behavior. Finally, members' experience levels positively moderate the relationship between we-intentions and contribution behaviors, and differences between collectivistic versus individualistic orientations moderate the effects of social identity and anticipated emotions on the desire to contribute to one's friendship group in the virtual community. Tests for methods biases were conducted, as well as rival hypotheses. These findings have significant research and managerial implications.