Motivational Antecedents, Constituents, and Consequents of Virtual Community Identity

Motivational Antecedents, Constituents, and Consequents of Virtual Community Identity

Utpal M. Dholakia (Rice University, USA) and Richard P. Bagozzi (Rice University, USA)
Copyright: © 2004 |Pages: 16
DOI: 10.4018/978-1-59140-204-6.ch014
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Abstract

In understanding the influence of virtual communities on its members, examined in this chapter is the role of identity — the member’s conscious knowledge of belonging and the emotional and evaluative significance attached to the membership. Drawing from research and analyses across different disciplines, we present an integrative framework considering and elaborating on the motivational antecedents, constituents, and consequents of virtual community identity. We also discuss its implications for virtual community organizers and highlight promising research opportunities in this area.

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