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

Yonggui Wang; S. Ma; Dahui Li

doi:10.1016/j.im.2015.04.003

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

Yonggui Wang, S. Ma, Dahui Li

Management Studies

Research output: Contribution to journal › Article › peer-review

66 Scopus citations

Abstract

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.

Original language	English (US)
Pages (from-to)	577-587
Number of pages	11
Journal	Information and Management
Volume	52
Issue number	5
DOIs	https://doi.org/10.1016/j.im.2015.04.003
State	Published - Jul 1 2015

Bibliographical note

Funding Information:
The authors acknowledge the financial support of the National Natural Science Foundation of China ( 71072019 ) and the National Social Science Foundation of China ( 12&ZD205 ).

Publisher Copyright:
© 2015 Elsevier B.V. All rights reserved.

Keywords

Community rewards
Independence
Interdependence
Participation
Public self-consciousness
Self-construal
Virtual brand communities

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1016/j.im.2015.04.003

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title = "Customer participation in virtual brand communities: The self-construal perspective",

abstract = "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.",

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author = "Yonggui Wang and S. Ma and Dahui Li",

note = "Funding Information: The authors acknowledge the financial support of the National Natural Science Foundation of China ( 71072019 ) and the National Social Science Foundation of China ( 12&ZD205 ). Publisher Copyright: {\textcopyright} 2015 Elsevier B.V. All rights reserved.",

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T2 - The self-construal perspective

AU - Wang, Yonggui

AU - Ma, S.

AU - Li, Dahui

N1 - Funding Information: The authors acknowledge the financial support of the National Natural Science Foundation of China ( 71072019 ) and the National Social Science Foundation of China ( 12&ZD205 ). Publisher Copyright: © 2015 Elsevier B.V. All rights reserved.

PY - 2015/7/1

Y1 - 2015/7/1

N2 - 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.

AB - 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.

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KW - Interdependence

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KW - Public self-consciousness

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

Abstract

Bibliographical note

Keywords

UN SDGs

Publisher link

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