Task-oriented or Social-oriented? Effects of Content Characteristics of Information Interaction on Customers' Participation Performance in Online Customization

Abstract

Abstract: Information interaction in online customization helps companies to solicit customer needs. The design of information interaction content has significant implications for guiding customers to actively participate in online customization communities and improve participation performance. Based on stimulus-organism-response (S-O-R) theory, this paper proposes a model to depict the influence of content characteristics of information interaction on customers’ participation performance. This paper also discusses the interrelationships among goal orientation, customers’ experience value and participation performance. The moderating effect of text-based mental imagery is also considered. A 2 (goal orientation type: task-oriented vs. social-oriented)×2 (text-based mental imagery: present vs. absent) between-subjects experiment is conducted to validate how content characteristics affect participation performance through customers’ experience value. Then, Haier’s community data is used to validate the impact of content characteristics on customers’ participation performance. The results show that goal orientation type has varying effects on the customer’s experience value and participation performance; customer’s experience value has a positive effect on their participation performance; lastly, the impact of goal orientation type on experience value and participation performance is moderated by text-based mental imagery.

Key words: online customization community, goal orientation, text-based mental imagery, experience value, participation performance

Zhou Xinxue, Wang Tianmei, Tang Jian. Task-oriented or Social-oriented? Effects of Content Characteristics of Information Interaction on Customers' Participation Performance in Online Customization[J]. Management Review, 2022, 34(2): 76-88.

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