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Developing the Commitment to Virtual Community: The Balanced Effects of Cognition and Affect

Author

Listed:
  • Sumeet Gupta

    (National University of Singapore, Singapore)

  • Hee-Woong Kim

    (National University of Singapore, Singapore)

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.

Suggested Citation

  • Sumeet Gupta & Hee-Woong Kim, 2007. "Developing the Commitment to Virtual Community: The Balanced Effects of Cognition and Affect," Information Resources Management Journal (IRMJ), IGI Global, vol. 20(1), pages 28-45, January.
    • Handle: RePEc:igg:rmj000:v:20:y:2007:i:1:p:28-45
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    Citations

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    Cited by:

    1. Kuo, Ying-Feng & Feng, Lien-Hui, 2013. "Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities," International Journal of Information Management, Elsevier, vol. 33(6), pages 948-962.
    2. Zhimin Zhou & Yucheng Wang & Yaqin Zheng & Shixiong Liu, 2023. "Effects of brand community social responsibility: roles of collective self-esteem and altruism," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 347-366, July.
    3. Wenyu Zang & Yuhao Qian & Hemin Song, 2022. "The Effect of Perceived Value on Consumers’ Repurchase Intention of Commercial Ice Stadium: The Mediating Role of Community Interactions," IJERPH, MDPI, vol. 19(5), pages 1-14, March.
    4. Gupta, Sumeet & Kim, Hee W., 2008. "Linking structural equation modeling to Bayesian networks: Decision support for customer retention in virtual communities," European Journal of Operational Research, Elsevier, vol. 190(3), pages 818-833, November.
    5. Raïes, Karine & Mühlbacher, Hans & Gavard-Perret, Marie-Laure, 2015. "Consumption community commitment: Newbies' and longstanding members' brand engagement and loyalty," Journal of Business Research, Elsevier, vol. 68(12), pages 2634-2644.
    6. Hee-Woong Kim & Hock Chuan Chan & Atreyi Kankanhalli, 2012. "What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation," Information Systems Research, INFORMS, vol. 23(4), pages 1232-1245, December.
    7. Shi, Si & Cao, Yu & Chen, Yang & Chow, Wing S., 2019. "How social media brand pages contribute to functional conflict: The central role of commitment," International Journal of Information Management, Elsevier, vol. 45(C), pages 95-106.
    8. Héla Benmiled-Cherif & Hans Ruediger Kaufmann & Agapi Manarioti, 2016. "The influence of brand community on co-creation: a cross national study of the brand AXE in France and Tunisia," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 12(2/3), pages 285-299.
    9. Rodríguez-Rad, Carlos & Sánchez del Rio-Vázquez, María-Elena, 2023. "The relevance of participation Behavior, organizational Commitment, and attitudinal loyalty to the management of professional associations," Journal of Business Research, Elsevier, vol. 154(C).

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