Effects of Person–Environment Fit on Users’ Willingness to Contribute Knowledge in Virtual Brand Communities

Abstract

Virtual brand communities and users’ knowledge contributions have become strategic resources for enterprises. It is of great significance to explore the driving mechanism of users’ willingness to contribute knowledge in virtual brand communities to promote the sustainable development of enterprises. Previous studies on the potential drivers of users’ willingness to contribute knowledge placed a great emphasis on either communities or users alone but overlooked the synergistic effects generated by both. Therefore, the purpose of this study is to investigate the effects of person–environment fit on users’ willingness to contribute knowledge. Based on two theories, we develop and test a mediation model to investigate the effects of person–environment (P–E) fit and psychological contract fulfillment on users’ willingness to contribute knowledge in virtual brand communities. Hierarchical regression methods and bootstrap analysis were used to examine data collected from 287 online survey responses. The results indicate that the three constructs of P–E fit, including values–culture (V–C) fit, needs–supplies (N–S) fit and demands–abilities (D–A) fit, have significant positive effects on users’ willingness to contribute knowledge, and transactional and relational psychological contract fulfillments partially mediate these relationships. We provide some theoretical contributions to explore users’ willingness to contribute knowledge in virtual brand communities, and practical implications are also offered. The limitation of this study is that it does not consider the influence of users’ willingness to contribute with regard to actual contribution behavior.

Building Sustainable Virtual Communities of Practice: A Study of the Antecedents of Intention to Continue Participating

“…However, several particular variables have been related to participation intention in VCs. Various studies within the literature have also explored this in different communities, such as virtual learning communities, communities of interest, or virtual brand communities, among others [2,39,40]. In this vein, initial research on participation in VCs highlighted technological resources and "online friendship" as the main variables [41,42].…”

“…They are relevant factors to take into consideration in increasing the continuance intention of the members. However, previous research has addressed specific isolated factors (e.g., [33,45]), and there have been a variety of factors studied and methods used, but the possible symbiotic effect that may exist has not been analyzed [2,27]. Thus, there is still a research gap in the area of the joint effect of different sets of factors and, more importantly, their relative relevance in fostering participation intention in a VC in a professional context, a VCoP.…”

“…Therefore, we attend to technological, motivational, and perso elements to analyze for understanding participation. They are relev consideration in increasing the continuance intention of the membe research has addressed specific isolated factors (e.g., [33,45]), and the of factors studied and methods used, but the possible symbiotic eff not been analyzed [2,27]. Thus, there is still a research gap in the ar different sets of factors and, more importantly, their relative relevan ipation intention in a VC in a professional context, a VCoP.…”

“…Similarly, these participants will feel that their competences match the demands of the task and perceive themselves as having the skills to carry out community tasks. Therefore, they are also more likely to actively engage in community activities to achieve their goals [2]. Van Acker and colleagues (2014) also reported that self-efficacy is positively related to the intention to share in electronic systems [54].…”

“…Virtual communities (VCs) have revolutionized human relations through platforms like Twitter, LinkedIn, Reddit, or Instagram, with an ever-increasing use that has reached around 75% in developed countries [1]. VCs have transitioned our interactions into the digital sphere, becoming an essential component of our everyday routines, particularly with the widespread adoption of the internet and mobile devices and a growing emphasis after the COVID-19 pandemic [2][3][4]. They have also made their way into the job market, impacting organizational structures and the way people work and connect within organizations [4,5].…”