Virtual Brand Community Expectancy of Growth Moderates the Relationship between Community Identification and Community Participation

DOI

10.2991/febm-18.2018.11How to use a DOI?

Keywords

Expectancy of Growth (EG); Community Identification; Community Participation; Virtual Brand Community; Without Mean Structure

Abstract

In the process of studying the impact of community identification on community participation in the virtual brand community, this paper adopted structural equation model of latent interactions without using the mean structure to explore the moderating role of expectancy of growth. The results show that the community identification of virtual brand community members directly affects community participation; expectancy of growth moderates the relationship between community identification and community participation: comparing with the lower expectancy of growth members, the positive impact of community identification on community participation is significantly enhanced of the higher; on the contrary, the positive impact of community identification on community participation is significantly Weakened of the lower. These findings will help to understand the important role of the expectancy of growth in the virtual brand community, and also provide new management perspective for e-commerce managers to increase customer participation in their communities.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hongquan Chen
AU  - Wei Gao
AU  - Shuhua Zhang
AU  - Yujin Xu
AU  - Yuxuan Liu
PY  - 2018/12
DA  - 2018/12
TI  - Virtual Brand Community Expectancy of Growth Moderates the Relationship between Community Identification and Community Participation
BT  - Proceedings of the Third International Conference on Economic and Business Management (FEBM 2018)
PB  - Atlantis Press
SP  - 45
EP  - 48
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-18.2018.11
DO  - 10.2991/febm-18.2018.11
ID  - Chen2018/12
ER  -