The Roles of Complementary and Supplementary Fit in Predicting Online Brand Community Users’ Willingness to Contribute

Xiao-Liang Shen (), Yang-Jun Li () and Yongqiang Sun ()
Additional contact information
Xiao-Liang Shen: Wuhan University
Yang-Jun Li: Wuhan University
Yongqiang Sun: Wuhan University

A chapter in Transforming Healthcare Through Information Systems, 2016, pp 185-197 from Springer

Abstract: Abstract Recently, we have witnessed a shift in the form of brand communities from firm-centric to customer-centric. In particular, the customer-centric approach allows value co-creation in brand communities by involving customers in various activities that bring a product to the market. It is thus interesting and necessary to examine customers’ motivations in helping brands and communities grow and succeed. Based on the person-environment fit framework, this study presents an attempt to investigate community users’ knowledge contribution in one of the largest brand communities in Mainland China. The results demonstrate that both complementary fit and supplementary fit significantly predict consumers’ satisfaction with and their commitment to the community, which in turn leads to willingness to contribute. The findings will contribute to both research and practice by offering a better understanding of the roles of complementary and supplementary fit in promoting online brand community users’ knowledge sharing and contribution.

Keywords: Person-environment fit; Complementary fit; Supplementary fit; Online brand communities; Knowledge contribution (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-319-30133-4_13

Ordering information: This item can be ordered from
http://www.springer.com/9783319301334

DOI: 10.1007/978-3-319-30133-4_13

Access Statistics for this chapter

More chapters in Lecture Notes in Information Systems and Organization from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().