Abstract
Recently, we have witnessed a shift in the form of brand communities from firm-centric to customer-centric. In particular, the customer-centric approach allows value co-creation in brand communities by involving customers in various activities that bring a product to the market. It is thus interesting and necessary to examine customers’ motivations in helping brands and communities grow and succeed. Based on the person-environment fit framework, this study presents an attempt to investigate community users’ knowledge contribution in one of the largest brand communities in Mainland China. The results demonstrate that both complementary fit and supplementary fit significantly predict consumers’ satisfaction with and their commitment to the community, which in turn leads to willingness to contribute. The findings will contribute to both research and practice by offering a better understanding of the roles of complementary and supplementary fit in promoting online brand community users’ knowledge sharing and contribution.
A prior version of this paper has been published in the ISD2015 Proceedings (http://aisel.aisnet.org/isd2014/proceedings2015/).
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Acknowledgements
The work described in this paper was partially supported by the Humanities and Social Sciences Foundation of the Ministry of Education, China (Grant No.13YJC630132) and the National Natural Science Foundation of China (Grant Nos.71301125, 71231007), without which the timely production of the current publication would not have been feasible.
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Shen, XL., Li, YJ., Sun, Y. (2016). The Roles of Complementary and Supplementary Fit in Predicting Online Brand Community Users’ Willingness to Contribute. In: Vogel, D., Guo, X., Linger, H., Barry, C., Lang, M., Schneider, C. (eds) Transforming Healthcare Through Information Systems. Lecture Notes in Information Systems and Organisation, vol 17. Springer, Cham. https://doi.org/10.1007/978-3-319-30133-4_13
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