Perceived Firm Attributes, Social Identification, and Intrinsic Motivation to Voice in Brand Virtual Communities: Differentiating Brand-General and Innovation-Specific Perceptions
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2020-01-07
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The question about why some brand virtual communities (BVCs) successfully motivate customers to engage in value creation (e.g., voice) while others do not is still an important but understudied research issue. To fill this research gap, we propose a research model to shed light on the antecedents of intrinsic motivation to voice by focusing on the role of perceived firm attributes. Specifically, we argue that firm attributes can be classified into brand-general versus innovation-specific attributes which affect intrinsic motivation through two types of social identification namely brand identification and community identification respectively. The links between these two types of perceptions are examined too. A field study of 291 BVC users was conducted to test the research model. The results show that customer orientation and perceived openness positively affect customers’ brand identification and community identification respectively, and customer orientation has a positive effect on perceived openness. Furthermore, the impact of brand identification on intrinsic motivation is found to be fully mediated by community identification.
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Firm and User Generated Content in the Digital Economy: Key Players, Management and Impact, brand community, voice behavior, firm attributes, intrinsic motivation, social media
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10 pages
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Proceedings of the 53rd Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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