Factors affecting online community commitment in China: a conceptual framework

Abstract

Purpose – The purpose of this study is to introduce a conceptual framework for identifying the antecedents that affect members' online community commitment in the context of China. Understanding members' online community behaviour is important for e-marketers as it has been predicted that the online communities bring new opportunities and challenges to the business. Design/methodology/approach – The framework is derived from the resource-based perspective. It addresses the main variables and explains the key stages of conducting the study. Findings – This study conducted a suitable process to develop the framework which identifies the antecedents of members' online community commitment. In recent years, the social media has captured a major part of people's daily communication and internet users actively participate in the online community activities; therefore, understanding the factors influence members' online community engagement and commitment is perceived to positively capture the online market. Research limitations/implications – This study proposes a conceptual framework of the antecedents of individual's online community commitment in the context of China on the basis of the previous research in this domain. An empirical study will be beneficial in supporting this framework and suggesting needed modifications. Originality/value – The study provides a more holistic understanding of the factors that influence members' online community commitment. It identifies antecedents from two perspectives: individual psychological attachment and online community characteristics influence.