کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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553180 | 873452 | 2015 | 11 صفحه PDF | دانلود رایگان |
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.
Journal: Information & Management - Volume 52, Issue 5, July 2015, Pages 577–587