Explaining members' proactive participation in virtual communities |
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| Affiliation: | 1. Department of Business Administration, National Taipei University, No. 151, University Rd., San Shia, Taipei, 237 Taiwan, Taiwan;2. Department of Business Administration, National Chengchi University, No. 64, Sec. 2, Zhi-Nan Rd., Taipei, 116 Taiwan, Taiwan;1. Korea Advanced Institute of Science and Technology, College of Business, 85 Hoegi-Ro, Dongdaemoon-Gu, Seoul 130-722, South Korea;2. AfreecaTV, 228-15 Pangyo Street, Sungnam, Geonggi-do, South Korea;3. Korea University, Bigdata Convergency Business Center, 145, Anam-ro, Seongbuk-gu, Seoul 02841, South Korea;1. College of Science & Technology, Ningbo University, Ningbo, China;2. Department of Business Administration, Ming Chuan University, Taipei, Taiwan;3. Department of Information and Telecommunications Engineering, Ming Chuan University, Taipei, Taiwan;1. School of Economics and Management, Tongji University, 1239 Siping Road, Shanghai 200092, China;2. School of Management, Fudan University, 670 Guoshun Road, Shanghai 200433, China |
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| Abstract: | 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. |
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