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首页> 外文期刊>Journal of Business Research >How psychological ownership stimulates participation in online brand communities? The moderating role of member type
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How psychological ownership stimulates participation in online brand communities? The moderating role of member type

机译：心理所有权如何刺激在线品牌社区的参与？

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Participation in online brand communities (OBCs) is critical for the success of the community and the owner firm. Author attempts to explore this core OBC activity on the premises of psychological ownership theory by modeling participation intentions as a function of the members' sense of individual psychological ownership (IPO) and collective psychological ownership (CPO) experienced in the community.Data collected through online surveys from 763 members of the firm created OBCs and analyzed through structural equation modeling (SEM) revealed that IPO and CPO sensed by the members positively influence their participation intentions, that further influences members' brand purchase intentions and positive word of mouth (WOM) about the community. The multi-group SEM analysis reveals interesting differences in the structural paths as observed for 'active members' and lurkers' group, supporting the moderating role of member type. The study contributes to the existing theory as well as practices on members' participation in OBCs.
机译：参与在线品牌社区（OBC）对于社区和所有者公司的成功至关重要。作者尝试在心理所有权理论的前提下探索OBC的这一核心活动，方法是将参与意向建模为成员在社区中所经历的个体个人心理所有权（IPO）和集体心理所有权（CPO）的函数。该公司的763名成员进行的调查创建了OBC，并通过结构方程模型（SEM）进行了分析，结果表明，成员感知到的IPO和CPO对他们的参与意图产生了积极影响，从而进一步影响了成员的品牌购买意图和对产品的正面口碑社区。多组SEM分析揭示了“活跃成员”和“潜伏者”群体观察到的结构路径上的有趣差异，支持了成员类型的调节作用。该研究为会员参与OBC的现有理论和实践做出了贡献。

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