![]() Preceding studies on OCs focused mainly on the benefits of different OCs from a brand community, travel community and business perspective ( Wang and Fesenmaier, 2004 Dholakia et al., 2004). ![]() The recognition and loyalty of members to an OC largely depends on whether or not the community can meet their needs. Nowadays, OCs are committed to achieve their business goals, and as a result, many of them have failed to understand how to satisfy members’ individual and social needs ( Kuo and Feng, 2013). Therefore, this study assessed EI and perceived ties as critical moderators in OCPB. EI also has moderating effect in the relationship between reciprocity and knowledge sharing in OCs ( Zhang et al., 2009). In addition, exchange ideology (EI) is a pre-existing general belief system that the individuals bring to the exchange relationship with the entire community or organization ( Sinclair and Tetrick, 1995), and perceived ties is the amalgamation of the amount of time, the intimacy, and emotional intensity and the mutual services ( Granovetter, 1973), both are the important variables in the context of social interactions ( Witt, 1991) and OCPB ( Lin, 2010). People who share ideas with others are likely to expect others to do the same, leading reciprocity as an inevitable construct in OC participation. (2005) believed that such sharing can be considered as a social exchange. The existence of OC is often caused by people who share similar goals, beliefs or values, and these commonalities form the basis of an agreement to create and support a virtual community existence ( Figallo, 1998). Considering the growing importance of general OCs for both researchers and practitioners, this study aims to bridge this research gap.ĭrawing upon social exchange theory (SET), this study developed and validated a research model that provides better understanding of the factors, which influence OCPB in general OCs. However, extant literature studies disclose that there is still lack on what may impact OCPB in general OCs. Researchers observed the participation behavior in several ways, such as online knowledge sharing communities ( Ray et al., 2014), social media ( Zhang, 2015), online travel communities ( Wang and Fesenmaier, 2004), online innovation communities ( Zhang et al., 2013), business-to-business e-commerce ( Casaló et al., 2007) and customer-to-customer OC ( Sun et al., 2014). OC members can easily share their interests, experiences and interact with each other, and such participation behavior is vital for the proliferation of virtual community.ĭespite the prominence of such participation behavior in OCs, it appears that no research has been reported on what exactly online community participation behavior (OCPB) means and what are the antecedents of OCPB in general OC context ( Zhou, 2011). These communities take many forms, from websites that provide the means to discuss topics or special interests to groups of people who communicate using instant messaging tools ( Bishop, 2003). The full terms of this licence may be seen at Īs the perception of the value of information or knowledge exchange increases, participation in online communities (OCs) is gradually becoming an attractive and integral part of internet users’ lives, serving to accomplish their desire to cooperate with and serve others. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. ![]() This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2020, Nusrat Jahan and Seung Woon Kim.
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