Please use this identifier to cite or link to this item:
|Title:||Developing the commitment to virtual community: The balanced effects of cognition and affect||Authors:||Gupta, S.
Computer mediated communication
Human/ computer interaction
|Issue Date:||2007||Citation:||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|
Show full item record
Files in This Item:
There are no files associated with this item.
checked on Nov 24, 2020
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.