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

doi:10.4018/irmj.2007010103

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

Sumeet Gupta, Hee-Woong Kim

Source Title: Information Resources Management Journal (IRMJ)20(1)

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MLA

Gupta, Sumeet, and Hee-Woong Kim. "Developing the Commitment to Virtual Community: The Balanced Effects of Cognition and Affect." IRMJ vol.20, no.1 2007: pp.28-45. http://doi.org/10.4018/irmj.2007010103

APA

Gupta, S. & Kim, H. (2007). Developing the Commitment to Virtual Community: The Balanced Effects of Cognition and Affect. Information Resources Management Journal (IRMJ), 20(1), 28-45. http://doi.org/10.4018/irmj.2007010103

Chicago

Gupta, Sumeet, and Hee-Woong Kim. "Developing the Commitment to Virtual Community: The Balanced Effects of Cognition and Affect," Information Resources Management Journal (IRMJ) 20, no.1: 28-45. http://doi.org/10.4018/irmj.2007010103

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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.

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

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