Explaining members' proactive participation in virtual communities

Understanding members' proactive participation in virtual communities is important to both academics and practitioners. This study extends virtual community research by proposing and testing a model that outlines the antecedents of members' proactive participation behavior and incorporates mediating mechanisms and moderating effects. The findings, based on both qualitative and quantitative data, reveal that social, hedonic, and utilitarian community attributes significantly influence proactive participation through community identification and relationship satisfaction. Furthermore, the conversion of community identification into proactive participation behavior depends on the public recognition of contributions. The authors conclude with some managerial and research implications.     

Understanding customers' loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory

As with any other information system (IS), the success of online shopping depends largely on customer satisfaction and other factors that will eventually increase customers' loyalty intentions. This article integrates two major variables of technology acceptance model (TAM), trust, and fairness to construct a model for investigating the motivations behind customers' loyalty intentions towards online shopping. The hypothesised model is validated empirically using data collected from 311 customers of an online shopping store. The results indicated that distributive, procedural and interactional fairness were strong predictors of trust, which in turn influenced satisfaction. Distributive fairness and interactional fairness exhibited significant positive effects on satisfaction. Perceived usefulness and satisfaction influenced loyalty intention towards online shopping. Perceived ease of use acts indirectly on loyalty intention through the mediating effect of perceived usefulness. Implications for theory and practice and future research directions are discussed.     

Positive and negative aspects of online community cultivation: Implications for online stores’ relationship management

We investigated how online community building might affect the development of relationships with customers of online stores. Adopting social identification and relationship marketing perspectives, we examined the positive and negative aspects of online community cultivation and tested the meditating mechanisms involved in member participation processes. A survey-based study, conducted with 913 online consumers, revealed that community interaction can lead to consumer power through community identification and relationship investments. Furthermore, we found that perceived e-tailer support negatively affected the relationship between identification and consumer power. We concluded with a discussion of the key managerial and research implications of our findings.     

Learning Virtual Community Loyalty Behavior From a Perspective of Social Cognitive Theory

Drawing upon social cognitive theory (SCT), this research postulates several personal and environmental factors as key drivers of virtual community loyalty behavior in online settings. An empirical testing of this model, by investigating undergraduate students' participation in communities of online games, reveals the applicability of SCT in virtual communities. The study's test results show that the influences of both affective commitment and social norms on community loyalty behavior are significant, whereas the influences of both exchange ideology and social support on community loyalty behavior are insignificant. This research contributes to the online community literature by assessing critical antecedent factors to the unexplored area of community loyalty behavior, by validating idiosyncratic drivers of community loyalty behavior and by performing an operationalization of affective commitment and social norms in a virtual world. Last, managerial implications and limitations of this research are provided.     

Antecedents of trust in online auctions

Customer loyalty or repeat purchasing is critical to the online auction sellers’ survival and success. Previous research has established that online repeat purchase intentions are the product of buyer assessments of trust in the online seller. Previous research has also affirmed the importance of justice perceptions in engendering trust. These perspectives, however, have been examined independently by IS and management researchers. By integrating these two perspectives, a richer understanding of buyers’ underlying beliefs and subsequent repeat purchase intentions can be gained. In the research model, bidding justice is proposed as a formative second-order construct driven by distributive justice, procedural justice, interpersonal justice, and informational justice. Bidding justice is hypothesized to positively affect trust in the community of sellers, which in turn is hypothesized to positively affect repeat purchase intentions. Data collected from 412 buyers in Yahoo-Kimo’s online auction marketplace provide support for the proposed model. The study shows that trust is a significant positive predictor of buyers’ intentions to repeat purchase. The study also shows that the four dimensions of justice are important components of bidding justice, which in turn has a strong positive effect on trust in the community of sellers. Implications for theory and practice and suggestions for future research are discussed.     

Understanding mobile hotel booking loyalty: an integration of privacy calculus theory and trust-risk framework

With the increased popularity of mobile devices, hotels and online travel agencies have started focusing on mobile hotel booking (MHB) in recent years. However, there has been limited research on users” loyalty intentions toward MHB technology. This research attempted to provide an integrated theoretical model that examines the determinants of MHB loyalty. The proposed model, which incorporates personalization, privacy concern, trust, perceived risk, and loyalty, was tested via structural equation modeling (SEM) by using data collected from 396 MHB users. The study results demonstrated that personalization is a strong predictor of MHB users” privacy concerns, trust, and risk perceptions. In addition, privacy concern had a significant impact on trust, and trust significantly influenced perceived risk. Finally, the results revealed that trust and perceived risk were associated with loyalty. This study provides valuable theoretical contributions for researchers and practical implications for online travel agencies, hotel operators and hospitality technology vendors.     

An exploratory study of buyers’ participation intentions in reputation systems: The relationship quality perspective

Drawing upon a relationship quality framework, this study identifies how satisfaction, trust and different styles of handling conflict influence online buyers’ participation intentions in reputation systems associated with a C2C online shopping platform. Furthermore, we investigate how these effects are moderated by social conformity and the perceived value of knowledge. The results of a survey of 269 online buyers indicate that satisfaction, trust and an accommodating conflict handling style positively impact the intention to submit positive ratings, whereas an avoiding conflict handling style negatively affects the intention to submit positive ratings. Implications and suggestions for future research are provided.     

The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach

Using the data collected from the online banking users in Taiwan, we build a hierarchical model of e-banking service quality and investigate the relationships among e-service quality, trust, satisfaction, loyalty, and brand equity. Moreover, the simultaneous equations system approach is also applied to transfer the traditional satisfaction-loyalty path into the simultaneous relationships between trust and loyalty, and between satisfaction and loyalty. As the structural form coefficients demonstrate the direct relations between our research constructs, the reduced form estimates further disclose the total impacts of the quality of e-banking service on trust, satisfaction, loyalty, and brand equity, respectively. The results indicate that the perceived quality formed through interaction with an online banking service positively affects customer trust and satisfaction, which in turn influence loyalty and brand equity. The significant simultaneous relationships between trust and loyalty, and between satisfaction and loyalty, are confirmed by our data, implying that these relationships must be determined simultaneously, rather than sequentially.     

Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents

Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the moderating role of habit on the relationship between trust and repeat purchase intention. Prior research on online behavior continuance models perceives usefulness, trust, satisfaction, and perceived value as the major determinants of continued usage or loyalty, overlooking the important role of habit. We define habit in the context of online shopping as the extent to which buyers tend to shop online automatically without thinking. Building on recent research on the continued usage of IS and repeat purchasing, we develop a model suggesting that habit acts as a moderator between trust and repeat purchase intention, while familiarity, value and satisfaction are the three antecedents of habit. Data collected from 454 customers of the Yahoo!Kimo shopping mall provide strong support for the research model. The results indicate that a higher level of habit reduces the effect of trust on repeat purchase intention. The data also show that value, satisfaction, and familiarity are important to habit formation and thus relevant within the context of online repeat purchasing. The implications for theory and practice and suggestions for future research are also discussed.     

Virtual travel communities and customer loyalty: Customer purchase involvement and web site design

Our research examines the influence of purchase involvement and design variables in the affective acceptance of online services, in particular, virtual travel communities. Few studies have focused directly on design variables, visual aesthetics and usability, and the consequences on satisfaction of adopting a user-centered perspective. We propose an integrative model of relationship quality to provide an explanation of overall satisfaction through the influence of usability and visual aesthetics. We also suggest that purchase involvement moderates the strength of the relationships between design variables and satisfaction. Partial least squares (PLS) is used to estimate the parameters of the structural model and develop a multi-group analysis. The results provide strong support for the proposals. Design variables, satisfaction and trust lead the users to develop high customer loyalty; and, purchase involvement is an important moderator to engage in online service relationships. Our investigation contributes to the growing literature by examining the influence of purchase involvement in developing virtual relationships.     

Online consumer loyalty: Why e-tailers should seek a high-profile leadership position

This study takes an approach rooted in information economics to conceptualize and empirically examine the signal-based determinant of online customer loyalty and its antecedents and consequences. The authors test the proposed hypotheses using data obtained from three large online retailers. As an important insight, this research reveals that an e-tailer’s competitive equity has a strong, positive effect on relationship investments and loyalty intentions. In addition, using quantile regression analysis, this study clarifies some issues in existing literature by showing that online consumers are motivated by different rules of exchange, depending on their loyalty levels. Finally, the authors discuss the managerial implications of their findings, as well as several important research issues and future research avenues.     

Connection between customer emotions and relationship quality in online music services

Previous research focuses primarily on studying the influence of emotions on satisfaction in online music services, whereas few studies analyse their effects on trust and commitment. This study specifically examines the interaction role of emotions in relationship quality (i.e. a higher-order construct composed of commitment, satisfaction and trust). We hypothesise that emotions will exert a direct effect on relationship quality, but will also moderate the relationship between its components. An empirical survey is used to test the hypotheses. Data are collected from a total of 408 users of online music services from the UK, Germany and Denmark. The results provide strong support for the proposals that, on the one hand, satisfaction and trust lead customers towards developing high commitment to online music services; and, on the other hand, emotions are important quasi-moderators to engage in online service relationships. The results of this study could help online music service providers (a) to create a successful business model; and (b) to determine the main drivers of online loyalty.     

Examination of community identification and interpersonal trust on continuous use intention: Evidence from experienced online community members

Members’ continued intention to use a community service is rooted in social identity. Past research has examined social identity but ignored the development of interpersonal trust through community identification. Drawing on social identity theory, one can conclude that community identification is the foundation of a member’s continuous use intention through interpersonal trust. Data come from responses to a two-stage survey of experienced members of an online game-based community. The findings support the belief that the identity of the community will strengthen long-term relationships within it. The projection of community identification on continuous use intention is tied to interpersonal trust.     

Determinants of successful virtual communities: Contributions from system characteristics and social factors

Although there is growing interest in virtual communities, few studies have examined them from an integrated viewpoint including technical and social perspectives. By expanding on DeLone and McLean’s IS success model, the author constructed a model of the impact of system characteristics (e.g., information and system quality) and social factors (e.g., trust and social usefulness) in implementing successful virtual communities. Data collected from 198 community members provided support for the model. Results showed that both member satisfaction and a sense of belonging were determinants of member loyalty in the community. Additionally, information and system quality were found to affect member satisfaction, while trust influenced the members’ sense of belonging to the community. Finally, the findings provided understanding of the factors that measured virtual community success. Implications of my study are discussed.     

The influence of familiarity,trust and norms of reciprocity on an experienced sense of community: an empirical analysis based on social online services

The growing use of social online services raises the question of what encourages members to participate actively and maintain accumulated social capital. Our research has particularly become aware of the relevance of familiarity, trust and reciprocity in understanding the members' sense of a virtual community (VC). Familiarity and trust are efficient criteria to assess and determine the extent to which one should engage in a virtual relationship. Furthermore, the effort of sharing experiences and knowledge must be based on the expectation of receiving certain returns. A structural equation modelling, specifically partial least squares, is proposed to assess the relationships between the constructs. Overall, the empirical results provided strong support for the hypotheses. Familiarity and trust lead the member to develop a growing perceived community support (PCS) and significantly influence the sense of a VC. Norms of reciprocity directly influence affective trust and PCS. Higher familiarity does not moderate the impact of affective trust on PCS, however. The results of this study could thus help social online service providers to create a successful business model and to determine the main drivers of the members' sense of a VC.     

一种虚拟社区信任机制模型的构建方法

虚拟社区是网络社会化的重要产物,在众多网络应用中发展极为迅速.虚拟社区以现实社区为原型,社区成员间的交互行为很大程度上依赖于信任关系,稳定良好的信任环境对于虚拟社区的健康发展十分重要.通过分析虚拟社区的特性,结合现有实现机制的相关经验,在课题信任模型研究的基础上提出了一种基于结构化P2P网络环境的虚拟社区的信任模型构建方法.通过分析现实社会社区与虚拟社区的层次关系和映射关系,结合结构化P2P网络环境的特点和优势,使得社区构建更为真实合理,从而有效地提高了虚拟社区的运作性能.     

Internet aggression in online communities: a contemporary deterrence perspective

Internet users' activities are critical to the development and success of Web 2.0 systems, such as online communities. Within the community's participation, knowledge sharing, and communications, users may conduct aggressive behaviors that would have a negative impact on that online community. This study investigates factors that affect Chinese users' aggression intention in online communities. Research findings show that online aggression can be inhibited by internal deterrents of face saving and moral beliefs, which may be enhanced through implementation of consequences from an effective community policy and peer pressure among community members. Differences in the effects of the deterrence measures exist between younger and older users. This paper contributes theoretically and empirically to Web 2.0 research and has practical implications for virtual community management.     

The effects of social media based brand communities on brand community markers,value creation practices,brand trust and brand loyalty

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on community markers (i.e., shared consciousness, shared rituals and traditions, and obligations to society), which have positive effects on value creation practices (i.e., social networking, community engagement, impressions management, and brand use). Such communities could enhance brand loyalty through brand use and impression management practices. We show that brand trust has a full mediating role in converting value creation practices into brand loyalty. Implications for practice and future research opportunities are discussed.     

Testing an extended model of consumer behavior in the context of social media-based brand communities

Due to the benefits of brand community initiatives and the potential advantages of social media, many marketing managers made significant investments in building brand communities based on social media. A noticeable issue is how to measure the success of such investments in ways that are understandable and comparable to other marketing initiatives. To address this issue, it is essential to understand how social media-based brand communities influence customers' perceptions and behaviors. The purpose of this article is to develop and estimate an extended model of how different aspects of customers' relationships with such communities influence their perceptions and behaviors. The paper describes a way a customer's identification with a brand influences relationships with brand community elements, brand community markers, and ultimately brand relationship quality and brand loyalty. Then using a large sample of brand community members in social media and structural equation modeling, the authors estimate how social media-based brand communities influence brand relationship quality and brand loyalty. Managerial implications are discussed.     

Predicting continuance in online communities: model development and empirical test

Popular interest in online communities has grown rapidly in recent years as a result of the widespread diffusion of Web 2.0 applications. However, the full values and potential of online communities cannot be realised without users' ongoing participation. Thus, this study aims at developing and empirically testing a research model to examine users' continuance intention to participate in an online community based on an extended information systems (IS) continuance model. Specifically, entertainment value and affective commitment are included in the IS continuance model and empirically examined in the context of online communities. A total of 240 returns collected from an online survey, which was conducted among users of a website bulletin board-based community in China, were analysed using partial least squares. The results reveal that users' continuance intention to participate in an online community is determined by both satisfaction and affective commitment. Satisfaction and affective commitment are, in turn, influenced by positive disconfirmations of purposive and entertainment values. The findings of this study contribute not only to theory building in online community continuance but also inform online community moderators in their effort to develop strategies for retaining their users.