Developing the commitment to virtual community: The balanced effects of cognition and affect

Sumeet Gupta, Hee Woong Kim

Research output: Contribution to journalArticle

65 Citations (Scopus)

Abstract

A virtual community (VC) of committed members is of great strategic value to online firms and vendors owing to its ability to attract and retain members. However, online firms and vendors find it difficult to instill commitment among their VC members. Therefore, this study examines the mechanism of customer commitment formation in a relationship-cum-interest based VC. By understanding the mechanism of customer commitment formation in a VC, online firms and vendors can enhance customer commitment to the VC. Using the theory of reasoned action, this study finds that encouraging participation among customers is the springboard for customer commitment to the VC. However, customer participation should be balanced with a proper mix of cognition and affect enhancing aspects, particularly those aspects that arouse customers' interests and encourages relationship building among them. Online firms and vendors would thus benefit by encouraging personal relationships among their VC participants.

Original languageEnglish
Pages (from-to)28-45
Number of pages18
JournalInformation Resources Management Journal
Volume20
Issue number1
DOIs
Publication statusPublished - 2007

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Library and Information Sciences

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