Knowledge Contribution in Virtual Brand Community: Integrating Person-Environment Fit and Self-determination Theory

Abstract

Abstract:

Along with the proliferation and popularity of value co-creation, user-generated content is considered as one of the most important drivers for the rapid development of virtual brand community. In order to gain a deep understanding of customers' knowledge contribution in virtual brand community, this study presents an attempt to integrate person-environment fit theory and self-determination theory. Two dimensions, i.e., complementary fit and supplementary fit, involved in person-environment fit are identified, and a research model is proposed to examine the mediating role of self-determined motivations and the moderating role of pro-social motivation. An online survey is conducted with 480 respondents in one of the largest online brand communities in Mainland China. The findings reveal that both complementary fit and supplementary fit positively affect customers' intrinsic and extrinsic motivations, which further significantly enhances knowledge contribution intention in virtual brand community. In addition, the relationship between person-environment fit and knowledge contribution intention is partially mediated by customers' intrinsic motivation, and the relationship between person-environment fit and intrinsic motivation is moderated by customers' pro-social motivation. This study contributes to the literature by integrating different theoretical perspectives and deepening the current understanding of value co-creation in virtual brand community.

Key words: person-environment fit, self-determination theory, pro-social motivation, knowledge contribution, virtual brand community, value co-creation

Shen Xiaoliang, Li Yangjun. Knowledge Contribution in Virtual Brand Community: Integrating Person-Environment Fit and Self-determination Theory[J]. , 2018, 30(10): 82-94.

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