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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dc.contributor.author Sun, Yongqiang
dc.contributor.author Zhao, Cailian
dc.contributor.author Shen, Xiao-Liang
dc.contributor.author Wang, Nan
dc.date.accessioned 2020-01-04T08:01:22Z
dc.date.available 2020-01-04T08:01:22Z
dc.date.issued 2020-01-07
dc.description.abstract 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.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2020.506
dc.identifier.isbn 978-0-9981331-3-3
dc.identifier.uri http://hdl.handle.net/10125/64248
dc.language.iso eng
dc.relation.ispartof Proceedings of the 53rd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Firm and User Generated Content in the Digital Economy: Key Players, Management and Impact
dc.subject brand community
dc.subject voice behavior
dc.subject firm attributes
dc.subject intrinsic motivation
dc.subject social media
dc.title Perceived Firm Attributes, Social Identification, and Intrinsic Motivation to Voice in Brand Virtual Communities: Differentiating Brand-General and Innovation-Specific Perceptions
dc.type Conference Paper
dc.type.dcmi Text
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Firm and User Generated Content in the Digital Economy: Key Players, Management and Impact