| Summary: | 碩士 === 元智大學 === 企業管理學系 === 93 === Online product community has become a popular platform that consumers can exchange information and social with other consumers on issues related to products. The success of a virtual community, however, relies on the participation of the users. Taking the co-production perspective, this study proposed that three antecedents will affect the occurrence of customer participation in online product community. In addition, this study suggests that the effects of the three antecedents on participation are moderated by consumers’ market-maven tendency and effectiveness of community management.
Data were collected from 460 users of online product communities with a survey and the final sample consists of 442 usable cases. The analyses show that the motivations of self-enhancement, cooperative norms, and product expertise have significant positive effect on in-role and extra-role community participative behaviors. The effectiveness of community management moderates the relationship between product expertise and community participative behaviors. In addition, users’ market-maven tendency moderates the relationships between product expertise and extra-role participative behaviors as well as the relationships between cooperative norms and in-role participative behaviors. Finally, theoretical and practical implications are discussed based on the empirical results.
Keywords: online product community; virtual community participation; co-production; market maven; virtual community management
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