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首页> 外文会议>Americas conference on information systems >'On Here, I'm Team Jacob:' Exploring Feelings of Belongingness in Virtual Communities
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'On Here, I'm Team Jacob:' Exploring Feelings of Belongingness in Virtual Communities

机译：“在这里，我是Jacob团队：”探索虚拟社区中归属感

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摘要

Virtual communities have become important for enthusiasts to meet, share, and express their affection for a wide range of products, ideas, and brands. While virtual communities have been studied previously, the literature is lacking a perspective on virtual communities surrounding products, ideas and brands that users are embarrassed to admit they care about (that is, that they have a negative public affiliation towards), but that nonetheless are a representation of the user's identity (brand congruity). This study presents a research model positing that, within a virtual community environment, feelings of negative affiliation and brand congruity will influence users' feelings of belonging to the virtual community, and negative public affiliation will also moderate the relationship between brand congruity and belongingness. Our results indicate significant relationships between negative public affiliation and brand congruity with feelings of belongingness. Our study has implications for the field, as well as for practitioners.
机译：虚拟社区已成为发烧友见面，分享和表达对各种产品，创意和品牌的热爱的重要因素。尽管先前已经研究了虚拟社区，但文献缺乏围绕用户尴尬地承认他们关心的产品，想法和品牌的虚拟社区的观点（也就是说，他们对公众有负面的归属感），但事实却是这样。用户身份的表示（品牌一致性）。这项研究提出了一个研究模型，该模型假定在虚拟社区环境中，负面联属感和品牌一致性的感觉将影响用户对虚拟社区的归属感，而负面公众联结也将缓和品牌一致性和归属性之间的关系。我们的结果表明，负面的公众关系和品牌一致性与归属感之间存在显着的关系。我们的研究对这个领域以及从业者都有影响。

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