The user’s intrinsic motivations to continue interacting with a virtual community and intention to participate in a virtual community through advocacy, feedback, help to other users, and co-innovation activities.
Published in Chapter:
Engagement in a Third-Party-Managed Virtual Community and Its Effect on Customer Identification
Natalia Rubio (Autonoma University Madrid, Spain), Nieves Villaseñor (Autonoma University Madrid, Spain), and Maria Jesús Yagüe (Autonoma University Madrid, Spain)
Copyright: © 2019
|Pages: 18
DOI: 10.4018/978-1-5225-7856-7.ch003
Abstract
The chapter analyzes the components that generate users' engagement in a third-party-managed virtual community and these components' contribution to building user identification with the community. When this chapter distinguish between users who share their comments in multiple service categories to users who share comments in only one or two service categories, it is found that enjoyment benefits and participation in co-innovation increase identification with the community for both groups. The two groups differ, however, in that learning benefits improve identification with the community for participants who share comments on three or more services but not for participants who share comments on fewer services. The latter group's identification is, however, influenced by social benefits, functional benefits, and advocacy, feedback, and help to others.