Abstract
Recently, we witness a shift from product-centric to customer-centric brand community. The customer-centric approach allows value co-creation in brand community 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 brand and community grow and succeed. Based on the person-environment fit framework, this study presents an attempt to investigate consumer contribution in one of the largest brand communities (i.e. XiaoMi Community) 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 contribution intention. The findings further suggest the importance of person-environment fit in promoting knowledge sharing in customer-centric brand community, and contribute to both research and practice on facilitating consumer participation.
Paper Type
Event
Knowledge Contribution in Customer-Centric Brand Community: A Person-Environment-Fit Model
Recently, we witness a shift from product-centric to customer-centric brand community. The customer-centric approach allows value co-creation in brand community 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 brand and community grow and succeed. Based on the person-environment fit framework, this study presents an attempt to investigate consumer contribution in one of the largest brand communities (i.e. XiaoMi Community) 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 contribution intention. The findings further suggest the importance of person-environment fit in promoting knowledge sharing in customer-centric brand community, and contribute to both research and practice on facilitating consumer participation.
Recommended Citation
Shen, X., Li, Y., & Sun, Y. (2015). Knowledge Contribution in Customer-Centric Brand Community: A Person-Environment-Fit Model. In D. Vogel, X. Guo, C. Barry, M. Lang, H. Linger, & C. Schneider (Eds.), Information Systems Development: Transforming Healthcare through Information Systems (ISD2015 Proceedings). Hong Kong, SAR: Department of Information Systems. ISBN: 978-962-442-393-8. http://aisel.aisnet.org/isd2014/proceedings2015/ISDevelopment/4.