Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/42989
Title: Developing the commitment to virtual community: The balanced effects of cognition and affect
Authors: Gupta, S. 
Kim, H.-W. 
Keywords: Community IS
Computer mediated communication
Electronic commerce
Human/ computer interaction
User attitudes
User behavior
Virtual community
Issue Date: 2007
Source: Gupta, S.,Kim, H.-W. (2007). Developing the commitment to virtual community: The balanced effects of cognition and affect. Information Resources Management Journal 20 (1) : 28-45. ScholarBank@NUS Repository.
Abstract: A virtual community (VC) of committed members is of great strategic value to online firms and vendors owing to its ability to attract and retain members. However, online firms and vendors find it difficult to instill commitment among their VC members. Therefore, this study examines the mechanism of customer commitment formation in a relationship-cum-interest based VC. By understanding the mechanism of customer commitment formation in a VC, online firms and vendors can enhance customer commitment to the VC. Using the theory of reasoned action, this study finds that encouraging participation among customers is the springboard for customer commitment to the VC. However, customer participation should be balanced with a proper mix of cognition and affect enhancing aspects, particularly those aspects that arouse customers' interests and encourages relationship building among them. Online firms and vendors would thus benefit by encouraging personal relationships among their VC participants. Copyright © 2007, Idea Group Inc.
Source Title: Information Resources Management Journal
URI: http://scholarbank.nus.edu.sg/handle/10635/42989
ISSN: 10401628
Appears in Collections:Staff Publications

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