Explaining members' proactive participation in virtual communities

Authors:
Hsien-Tung Tsai;Peiyu Pai
Affiliations:
Department of Business Administration, National Taipei University, No. 151, University Rd., San Shia, Taipei, 237 Taiwan, Taiwan;Department of Business Administration, National Chengchi University, No. 64, Sec. 2, Zhi-Nan Rd., Taipei, 116 Taiwan, Taiwan
Venue:
International Journal of Human-Computer Studies
Year:
2013

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Abstract

Understanding members' proactive participation in virtual communities is important to both academics and practitioners. This study extends virtual community research by proposing and testing a model that outlines the antecedents of members' proactive participation behavior and incorporates mediating mechanisms and moderating effects. The findings, based on both qualitative and quantitative data, reveal that social, hedonic, and utilitarian community attributes significantly influence proactive participation through community identification and relationship satisfaction. Furthermore, the conversion of community identification into proactive participation behavior depends on the public recognition of contributions. The authors conclude with some managerial and research implications.