Abstract
Abstract While the question of how commitment influences user behavior in online communities has recently attracted considerable research, few studies have empirically evaluated the drivers of online community commitment. Building on a conceptual framework of factors affecting commitment with online communities, this study evaluates the influence of individual psychological attachment and online community characteristics on the commitment of its members. Data was collected from 361 members of 3 travel and tourismrelated Chinese online communities. Partial least squares structural equation modelling (PLS-SEM) was adopted to analyse the data collected for this study. The findings reveal that both individual psychological attachment and online community characteristics significantly influence commitment in Chinese travel and tourism-related online communities. The results also show that online community commitment significantly contributes to member loyalty. The implications and limitations of the study are also discussed.
Highlights
Beginning last decade, the internet has been and continues to be influential in acquiring information from individuals and attracting potential customers to travel and tourism service providers (Xiang & Gretzel, 2010)
The friendship I have with other members in my community means a lot to me When I think of members of online community, I think of ‘we’ instead of ‘they’ I am happy to help others by sharing information with other community members I would be happy for my community growth I am familiar with the history of my community I feel a sense of being connected to members of my community
This study aimed to examine the drivers of commitment amongst online community members and its effect on their loyalty
Summary
The internet has been and continues to be influential in acquiring information from individuals and attracting potential customers to travel and tourism service providers (Xiang & Gretzel, 2010). New social media platforms such as social networking sites (SNSs), forums, blogs, and instant messengers (IMs) generated many opportunities for e-marketers to attract potential customers and maintain their loyal ones. Amongst these online social platforms, online communities play an important role in the development of information and communication technology. The online community is a relatively closed communication forum where members need to registelroyinalotryder to view contents and interact with others. They have higher correlations with each other (Fiedler & Sarstedt, 2014). A report issued by Compete Inc. stated that online reviews and shared experiences influence more than $10 billion worth of online travel purchases every year (Compete Inc., 2007)
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