How to alleviate social loafing in online brand communities: The roles of community support and commitment

Autor:	Sheng-Hao Han, Chu-Bing Zhang, Na Li, Ru-Jing Hou, Yu-Dong Zhang
Rok vydání:	2021
Předmět:	Marketing Computer Networks and Communications Social loafing media_common.quotation_subject Organizational commitment Computer Science Applications Community support restrict Management of Technology and Innovation Community commitment Conceptual model Psychology Social psychology media_common
Zdroj:	Electronic Commerce Research and Applications. 47:101051
ISSN:	1567-4223
DOI:	10.1016/j.elerap.2021.101051
Popis:	Recent research has found that social loafing (SL) can severely restrict the development of online brand communities (OBCs). To examine the effects of community support and commitment to SL in OBCs, this paper collected data from 274 members of OBCs and applied the PLS-SEM approach to estimate the conceptual model. The results indicate that (1) Community support positively influences three dimensions of community commitment. (2) Community commitment plays a mediating role between community support and SL, and different commitment paths have different effects on SL: Affective commitment is found negatively to influence SL and normative commitment positively to influence it, but continuance commitment is not found to exert an influence. (3) Membership length only moderates the relationship between normative commitment and SL. This study not only examines the mediating role of community commitment between community support and SL, but also analyzes different effects of the three dimensions of community commitment on SL, thus providing key points of guidance for alleviating SL in OBCs.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e74781e7268eeddcf550be727c0d7e80 https://doi.org/10.1016/j.elerap.2021.101051 Zobrazit plný text záznamu Full Text from ScienceDirect