品牌社群
业务
在线社区
营销
价值(数学)
心理学
计算机科学
品牌知名度
机器学习
万维网
作者
Xiao‐Liang Shen,Yangjun Li,Yongqiang Sun,Yujie Zhou
标识
DOI:10.1016/j.jbusres.2017.12.007
摘要
Online brand community is often regarded as a value co-creation platform where customers' active contributions are most important to the success of the community. Previous studies on the potential drivers of users' contributions placed a great emphasis on either users or the community itself, and most of these studies primarily focused on linear relationships. Drawing upon person-environment fit theory, this study develops a research model to explore the nonlinear effects of person-environment fit, i.e., needs-supplies fit and demands-abilities fit, on community commitment, as well as the nonlinear effect of community commitment on users' knowledge contribution intention. Using 480 online survey responses, the results indicate that needs-supplies fit has a decreasing incremental effect, while demands-abilities fit has an increasing incremental effect on community commitment. Community commitment has an increasing incremental effect on willingness to contribute. Implications for both research and practice are also discussed.
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