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

Yonggui Wang, S. Ma, Dahui Li

Research output: Contribution to journalArticlepeer-review

64 Scopus citations


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 languageEnglish (US)
Pages (from-to)577-587
Number of pages11
JournalInformation and Management
Issue number5
StatePublished - 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.


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


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