Abstract
Member-initiated virtual communities for product knowledge sharing and commerce purposes are proliferating as useful alternatives to company information and commerce Web sites. Although such communities are easy to create with the availability of numerous tools, the challenge lies in keeping the community alive and thriving. Key to sustainability is members' Sense Of Virtual Community (SOVC) so that they feel responsible for contributing their knowledge and creating value for others. However, it is unclear what leads to the SOVC among knowledge contributors. Building on appraisal theory, we hypothesize that the fulfillment of contributors' informational, instrumental, entertainment, self-discovery, and social enhancement needs will increase their SOVC. To test the hypotheses, we surveyed knowledge contributors in a beauty-product-related community to examine the relationship between their needs' fulfillment and SOVC levels. Other than the social enhancement need, all other needs' fulfillment were found to be positively related to SOVC levels. To further understand how the SOVC of knowledge contributors changes over time, we conducted a longitudinal analysis of a panel of these members. We discovered that over time, changes in the perceived fulfillment of their instrumental, entertainment, and self-discovery needs determined the change of their SOVC. The results have implications for future research as well as for the sustainability and value generation from such virtual communities.
- Abdul-rahman, A. and Hailes, S. 2000. Supporting trust in virtual communities. In Proceedings of the 33rd Hawaii International Conference on System Sciences. Google ScholarDigital Library
- Andrews, D. C. 2002. Audience-Specific online community design. Comm. ACM 45, 4, 64--68. Google ScholarDigital Library
- Blanchard, A. L. 2007. Developing a sense of virtual community measure. Cyberpsych. Behav. 10, 6, 827--830.Google ScholarCross Ref
- Blanchard, A. L. 2008. Testing a model of sense of virtual community. Comput. Hum. Behav. 24, 5, 2107--2123. Google ScholarDigital Library
- Blanchard, A. L. and Markus, M. L. 2004. The experienced “sense” of a virtual community: Characteristics and processes. Database Advan. Inf. Syst. 35, 1, 65--79. Google ScholarDigital Library
- Burnett, G. and Buerkle, H. 2004. Information exchange in virtual community: A comparative study. J. Comput. Mediat. Comm. 9, 2. http://jcmc.indiana.edu/vol9/issue2/burnett.html.Google Scholar
- Chen, I. Y. L. 2007. The factors influencing members' continuance intentions in professional virtual communities a longitudinal study. J. Inf. Sci. 33, 4, 451--467. Google ScholarDigital Library
- Dholakia, U. M., Bagozzi, R. P., and Pearo, L. K. 2004. A social influence model of consumer participation in network- and small-group-based virtual communities. Int. J. Res. Market. 21, 3, 241--263.Google ScholarCross Ref
- Donath, J. 1999. Identity and perception in the virtual community. In Smith, M., Kollock, P. Eds., Communities in Cyberspace. Routledge, London.Google Scholar
- Doty, D. H., Glick, W. H., and Huber, G. P. 1993. Fit, equifinality, and organizational effectiveness: A test of two configurational theories. Acad. Manag. J. 36, 6, 1196--1250.Google Scholar
- Duncan, T. E. and Duncan, S. C. 2004. An introduction to latent growth curve modeling. Behav. Therapy 35, 2, 333--363.Google ScholarCross Ref
- Ellonen, H., Kosonen, M., and Henttonen, K. 2007. The development of a sense of virtual community. Int. J. Web Based Comm. 3, 1, 114--130. Google ScholarDigital Library
- Fisher, D., Smith, M., and Welser, H. T. 2006. You are who you talk to: Detecting roles in Usenet newsgroups. In Proceedings of the 39th Hawaii International Conference on System Sciences. Google ScholarDigital Library
- Fitzgerald, J., Gottschalk, P., and Moffitt, R. 1998. An analysis of sample attrition in panel data: The michigan panel study of income dynamics. J. Hum. Res. 33, 2, 251--299.Google ScholarCross Ref
- Flanagin, A. J. and Metzger, M. J. 2001. Internet use in the contemporary media environment. Hum. Comm. Res. 27, 1, 153--181.Google ScholarCross Ref
- Garcia-Prieto, P. and Scherer, K. 2006. Connecting social identity theory to cognitive appraisal theory of emotions. In Brown, R., Capozza, D. Eds., Social Identities: Motivational, Emotional, Cultural Influences, Psychology Press, Hove, UK.Google Scholar
- Gupta, S. and Kim, H. W. 2004. Enhancing the commitment to virtual community: A belief and feeling based approach. In Proceedings of the 25th International Conference on Information Systems. 101--114.Google Scholar
- Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. 2009. Multivariate Data Analysis 7th Ed. Prentice Hall, New York.Google Scholar
- Hars, A. and Ou, S. 2002. Working for free? Motivations for participating in open-source projects. Int. J. Electron. Commerce 6, 3, 23--37. Google ScholarDigital Library
- Jackson, E. L. 1999. Leisure and the Internet. J. Phys. Educ. Recr. Dance 70, 9, 18--22.Google ScholarCross Ref
- Jin, X. L., Xiang, L., Lee, M. K. O., Cheung, C. M. K., Zhou, Z., and Zhao, D. T. 2010. Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments. In Proceedings of the Pacific Asia Conference on Information Systems. 1564--1571.Google Scholar
- Koh, J. and Kim, Y. G. 2004. Sense of virtual community: A conceptual framework and empirical validation. Int. J. Electron. Commerce 8, 2, 75--93. Google ScholarDigital Library
- Law, K. S., Wong, C-S., and Mobley, W. H. 1998. Toward a taxonomy of multidimensional constructs. Acad. Manag. Rev. 23, 4, 741--755.Google ScholarCross Ref
- Ma, M. and Agarwal, R. 2007. Through a glass darkly: Information technology design, identity verification, and knowledge contribution in online communities. Inf. Syst. Res. 18, 1, 42--67. Google ScholarDigital Library
- Maslow, A. H. 1987. Motivation and Personality. Harper and Row Inc., New York.Google Scholar
- McKenna, K. Y. A. and Bargh, J. A. 1999. Causes and consequences of social interaction on the internet: A conceptual framework. Media Psych. 1, 3, 249--269.Google ScholarCross Ref
- McMillan D. W. and Chavis, D. M. 1986. Sense of community: A definition and theory. J. Comm. Psych. 14, 6--23.Google ScholarCross Ref
- Muthen, L. K. and Muthen, B. O. 2002. How to use a Monte Carlo study to decide on sample size and determine power. Structural Eq. Model. 4, 599--620.Google ScholarCross Ref
- Neuman, W. L. 2003. Social Research Methods: Qualitative and Quantitative Approaches. Allyn & Bacon, Boston.Google Scholar
- Nonnecke, B., Andrews, D., and Preece, J. 2006. Non-Public and public online community participation: Needs, attitudes and behavior. Electron. Commerce Res. 6, 1, 7--20. Google ScholarDigital Library
- Nonnecke, B. and Preece, J. 2001. Why lurkers lurk. In Proceedings of the 7th Americas Conference on Information Systems. 1521--1530.Google Scholar
- Nunnally, J. 1992. Psychometric Theory, 3rd Ed., McGraw-Hill, New York.Google Scholar
- Podsakoff, P. M., MacKenzie, S. B., Lee, J-Y., and Podsakoff, N. P. 2003. Common method biases in behavioral research: A critical review of the literature and recommended remedies. J. Appl. Psych. 88, 5, 879--903.Google ScholarCross Ref
- Preece, J. and Shneiderman, B. 2009. The reader-to-leader framework: Motivating technology-mediated social participation. AIS Trans. Hum.-Comput. Interact. 1, 1, 13--32.Google ScholarCross Ref
- Raacke, J. and Bonds-Raacke, J. 2008. MySpace and facebook: Applying the uses and gratifications theory to exploring friend-networking sites. CyberPsych. Behav. 11, 2, 169--174.Google ScholarCross Ref
- Ren, Y., Kraut, R., and Kiesler, S. 2007. Applying common identity and bond theory to design of online communities. Organiz. Studies 28, 3, 377--408.Google ScholarCross Ref
- Ridings, C. and Wasko, M. 2010. Online discussion group sustainability: Investigating the interplay between structural dynamics and social dynamics over time. J. Assoc. Inf. Syst. 11, 2, 95--121.Google ScholarCross Ref
- Ridings, C., Gefen, D., and Arinze, B. 2002. Some antecedents and effects of trust in virtual communities. J. Strate. Inf. Syst. 11, 3-4, 271--295.Google ScholarCross Ref
- Rodgers, S. and Chen, Q. 2005. Internet community group participation: Psychosocial benefits for women with breast cancer. J. Comput. Mediat. Comm. 10, 4, article 5.Google ScholarCross Ref
- Roseman, I. J. and Smith, C. A. 2001. Appraisal theory: Overview, assumptions, varieties, controversies. In Scherer, K.R., Schorr, A., Johnstone, T. Eds., Appraisal Processes In Emotion: Theory, Methods, Research, Oxford University Press, Oxford, UK.Google Scholar
- Rotman, D., Golbeck, J., and Preece, J. 2009. The community is where the rapport is—On sense and structure in the youtube community. In Proceedings of the 4th International Conference on Communities and Technologies. 41--50. Google ScholarDigital Library
- Sawyer, S., Guinan, P. J., and Cooprider, J. 2010. Social interactions of information systems development teams: A performance perspective. Inf. Syst. J. 20, 1, 81--107.Google ScholarCross Ref
- Scherer, K. R., Shorr, A., and Johnstone, T. 2001. Appraisal Processes in Emotion: Theory, Methods, Research. Oxford University Press, Oxford, UK.Google Scholar
- Smith, C. A. and Kirby, L. D. 2000. Consequences require antecedents: Towards a process model of emotion elicitation. In Forgas, J. P. Eds., Feeling and Thinking: The Role of Affect in Social Cognition, Cambridge University Press, Cambridge, UK.Google Scholar
- Wang, Y. and Fesenmaier, D. R. 2003. Assessing motivation of contribution in online communities: An empirical investigation of an online travel community. Electron. Markets 13, 1, 33--45.Google ScholarCross Ref
- Wasko, M. M. and Faraj, S. 2000. It is what one does: Why people participate and help others in electronic communities of practice. J. Strat. Inf. Syst. 9, 2-3, 155--173.Google Scholar
- Wasko, M. M. and Faraj, S. 2005. Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Quart. 29, 1, 35--57. Google ScholarDigital Library
- Wiertz, C. and de Ruyter, K. 2007. Beyond the call of duty: Why customers contribute to firm-hosted commercial online communities. Organiz. Studies 28, 3, 347--376.Google ScholarCross Ref
- Willett, J. B. and Bub, K. L. 2004. Latent growth curve analysis. In Rindskopf, D. Eds., Encyclopedia of Behavioral Statistics. Wiley, New York.Google Scholar
- Zhang, Y. and Hiltz, S. R. 2003. Factors that influence online relationship development in a knowledge sharing community. In Proceedings of the 9th Americas Conference on Information Systems. 410--417.Google Scholar
- Zhang, C. and Zhang, C. 2005. Discovering users' participant roles in virtual communities with help of social interaction theories. In Proceedings of the 9th Pacific Asia Conference on Information Systems. 755--766.Google Scholar
Index Terms
- Eliciting a sense of virtual community among knowledge contributors
Recommendations
The experienced "sense" of a virtual community: characteristics and processes
E-commerce strategists advise companies to create virtual communities for their customers. But what does this involve? Research on face-to-face communities identifies the concept of "sense of community:" a characteristic of successful communities ...
Community Archetypes: An Empirical Framework for Guiding Research Methodologies to Reflect User Experiences of Sense of Virtual Community on Reddit
CSCWHumans need a sense of community (SOC), and social media platforms afford opportunities to address this need by providing users with a sense of virtual community (SOVC). This paper explores SOVC on Reddit and is motivated by two goals: (1) providing ...
Understanding the Sense of Community and Continuance Intention in Virtual Communities: The Role of Commitment and Type of Community
Virtual communities (VCs) have become essential in current organizations and society, and so their sustainability is a topic of interest for researchers and practitioners. We focus on the sense of virtual community (SoVC) and commitment as relevant ...
Comments