Abstract
ABSTRACT This study explores the interaction effect of reward type and mindset on community promotion in the online travel community guided by implicit theories. Three scenario-based experiments were undertaken to examine the interaction effect. Specifically, community members with a fixed mindset are more inclined to promote community when they obtain material rewards, while community members with a growth mindset are more inclined to promote community when they obtain emotional rewards. Identification and community commitment act as mediators between the interaction effect. In addition, this research also discusses the theoretical and practical implications of the findings.
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