Factors affecting online community commitment in China: a conceptual framework

Journal Article

Zhou, Yuan . 2014

• نوع عمل المنشور: Research Paper
• رابط المنشور على الويب: http://www.emeraldinsight.com/1746-8779.htm
• رقم العدد: 1
• رقم الإصدار السنوي: 9
• الصفحات: 24-36

مستخلص المنشور

Abstract
Purpose – The purpose of this study is to introduce a conceptual framework for identifying the
antecedents that affect members’ online community commitment in the context of China.
Understanding members’ online community behaviour is important for e-marketers as it has been
predicted that the online communities bring new opportunities and challenges to the business.
Design/methodology/approach – The framework is derived from the resource-based perspective.
It addresses the main variables and explains the key stages of conducting the study.
Findings – This study conducted a suitable process to develop the framework which identifies the
antecedents of members’ online community commitment. In recent years, the social media has
captured a major part of people’s daily communication and internet users actively participate in the
online community activities; therefore, understanding the factors influence members’ online
community engagement and commitment is perceived to positively capture the online market.
Research limitations/implications – This study proposes a conceptual framework of the
antecedents of individual’s online community commitment in the context of China on the basis of the
previous research in this domain. An empirical study will be beneficial in supporting this framework
and suggesting needed modifications.
Originality/value – The study provides a more holistic understanding of the factors that influence
members’ online community commitment. It identifies antecedents from two perspectives: individual
psychological attachment and online community characteristics influence.
Keywords Commitment, Online community, Psychological, System characteristics
Paper type Conceptual paper