Based on group identity and interpersonal bonds, this study constructs a theoretical framework to explain the influence mechanism of community engagement in social Q & A community users. According to the data received from 402 users of social Q & A community, this study empirically tested the proposed model. The results of structural equation modeling (SEM) showed that community identification is the antecedent of community engagement. And community identification plays a mediating role in the impact of perceived online relationship commitment on community engagement. Community prestige has a positive impact on community identification, and social presence and familiarity has a positive impact on the perceived online relationship commitment.
Van Doorn, J., Lemon, K.N., Mittal, V., et al. (2010) Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13, 253-266. https://doi.org/10.1177/1094670510375599
Zheng, Y.M., Zhao, K. and Stylianou, A. (2013) The Impacts of Information Quality and System Quality on Users’ Continuance Intention in Information-Exchange Virtual Communities: An Empirical Investigation. Decision Support Systems, 56, 513-524. https://doi.org/10.1016/j.dss.2012.11.008
McAlexander, J.H., Schouten, J.W. and Koenig, H.F. (2002) Building Brand Community. Journal of Marketing, 66, 38-54. https://doi.org/10.1509/jmkg.66.1.38.18451
Algesheimer, R., Dholakia, U.M. and Herrmann, A. (2005) The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69, 19-34. https://doi.org/10.1509/jmkg.69.3.19.66363
Ray, S., Kim, S.S. and Morris, J.G. (2014) The Central Role of Engagement in Online Communities. Information Systems Research, 25, 528-546. https://doi.org/10.1287/isre.2014.0525
Vargo, S.L. and Lusch, R.F. (2008) Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36, 1-10. https://doi.org/10.1007/s11747-007-0069-6
Brodie, R.J., Hollebeek, L.D., Juric, B., et al. (2011) Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14, 252-271. https://doi.org/10.1177/1094670511411703
Caru, A. and Cova, B. (2007) Consuming Experiences: An Introduction. Consuming Experiences, Routledge, London, 3-16.
Cho, C.H. and Leckenby, J.D. (1997) Internet-Related Programming Technology and Advertising. Proceedings of the Conference-American Academy of Advertising, 69-79.
Massey, B.L. and Levy, M.R. (1999) Interactivity, Online Journalism, and English-Language Web Newspapers in Asia. Journalism & Mass Communication Quarterly, 76, 138-151. https://doi.org/10.1177/107769909907600110
Haeckel, S.H. (1998) About the Nature and Future of Interactive Marketing. Journal of Interactive Marketing, 12, 63-71. https://doi.org/10.1002/(SICI)1520-6653(199824)12:1%3C63::AID-DIR8%3E3.0.CO;2-C
Back, K.W. (1951) Influence through Social Communication. Journal of Abnormal Psychology, 46, 9. https://doi.org/10.1037/h0058629
Ma, W.W.K., Yuen, A.H.K., Park, J., et al. (2015) New Media, Knowledge Practices and Multiliteracies. Springer, Singapore. https://doi.org/10.1007/978-981-287-209-8
Luhmann, N., Poggi, G., Burns, T., et al. (1979) Trust and Power: Two Works. U-M-I Out of Print Books on Demand.
Gefen, D. (2000) E-Commerce: The Role of Familiarity and Trust. Omega, 28, 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9
Mael, F. and Ashforth, B.E. (1992) Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification. Journal of Organizational Behavior, 13, 103-123. https://doi.org/10.1002/job.4030130202
Fisher, R.J. and Wakefield, K. (1998) Factors Leading to Group Identification: A Field Study of Winners and Losers. Psychology & Marketing, 15, 23-40. https://doi.org/10.1002/(SICI)1520-6793(199801)15:1 3.0.CO;2-P
Bhattacharya, C.B. and Sen, S. (2003) Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67, 76-88.
Hall, D.T. and Schneider, B. (1972) Correlates of Organizational Identification as a Function of Career Pattern and Organizational Type. Administrative Science Quarterly, 17, 340-350. https://doi.org/10.2307/2392147
Oliver, R.L. and Swan, J.E. (1989) Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction. Journal of Consumer Research, 16, 372-383. https://doi.org/10.1086/209223
Ma, W.W.K. and Yuen, A.H.K. (2011) Understanding Online Knowledge Sharing: An Interpersonal Relationship Perspective. Computers & Education, 56, 210-219. https://doi.org/10.1016/j.compedu.2010.08.004
Fulk, J., et al. (1987) A Social Information Processing Model of Media Use in Organizations. Communication Research, 14, 529-552. https://doi.org/10.1177/009365087014005005
Hassanein, K. and Head, M. (2005) The Impact of Infusing Social Presence in the Web Interface: An Investigation across Product Types. International Journal of Electronic Commerce, 10, 31-55. https://doi.org/10.2753/JEC1086-4415100202
Gefen, D., Karahanna, E. and Straub, D.W. (2003) Inexperience and Experience with Online Stores: The Importance of TAM and Trust. IEEE Transactions on Engineering Management, 50, 307-321. https://doi.org/10.1109/TEM.2003.817277
Doney, P.M. and Cannon, J.P. (1997) An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61, 35-51. https://doi.org/10.2307/1251829
Baumeister, R.F. and Leary, M.R. (1995) The Need to Belong: Desire for Interpersonal Attachments as a Fundamental Human Motivation. Psychological Bulletin, 117, 497-529. https://doi.org/10.1037/0033-2909.117.3.497
Stokburger-Sauer, N., Ratneshwar, S. and Sen, S. (2012) Drivers of Consumer-Brand Identification. International Journal of Research in Marketing, 29, 406-418. https://doi.org/10.1016/j.ijresmar.2012.06.001
Bhattacherjee, A. (2001) Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25, 351-370. https://doi.org/10.2307/3250921
Animesh, A., Pinsonneault, A., Yang, S.B., et al. (2011) An Odyssey into Virtual Worlds: Exploring the Impacts of Technological and Spatial Environments on Intention to Purchase Virtual Products. MIS Quarterly, 35, 789-810. https://doi.org/10.2307/23042809
Chiu, C.M., Hsu, M.H., Lai, H., et al. (2012) Re-Examining the Influence of Trust on Online Repeat Purchase Intention: The Moderating Role of Habit and Its Antecedents. Decision Support Systems, 53, 835-845. https://doi.org/10.1016/j.dss.2012.05.021
Nunnally, J.C. and Bernstein, I.H. (1994) Validity. Psychometric Theory. McGraw-Hill, New York, 99-132.
Fornell, C. and Larcker, D.F. (1981) Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-50. https://doi.org/10.2307/3151312