Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/5997
Title: Understanding consumer-to-consumer interactions in virtual communities : the salience of reciprocity
Authors: Chan, KW 
Li, SY
Keywords: Virtual community
Reciprocity
Resource exchange theory
Interactivity
Structural route
Experiential route
Issue Date: Sep-2010
Publisher: Elsevier
Source: Journal of business research, Sept. - Oct. 2010, v. 63, no. 9-10, p. 1033-1040 How to cite?
Journal: Journal of business research 
Abstract: Virtual communities (VCs) represent popular social environments in which people interact by exchanging resources such as information, ideas, and advice about their common interests. Existing research lacks an explication of why people help others in VCs and how such voluntary behaviors drive subsequent attitudes (VC commitment) and behavioral intentions (online co-shopping). This article adopts resource exchange theory to examine how two routes of interactivity (structural vs. experiential) influence reciprocity and affect commitment and co-shopping. Using a netnography study and an online survey, the authors confirm the significant effects of structural and experiential routes of interactivity on reciprocity. Reciprocity has critical effects on social system maintenance by enhancing commitment to the community and intention to co-shop. The results also identify partially mediated relationships among various variables, which suggest that the effects of the experiential route on VC commitment and co-shopping operate partly through reciprocity.
URI: http://hdl.handle.net/10397/5997
ISSN: 0148-2963
EISSN: 1873-7978
DOI: 10.1016/j.jbusres.2008.08.009
Rights: © 2009 Elsevier Inc. All rights reserved.
NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, vol. 63, no. 9-10 (Sep. - Oct. 2010), DOI: 10.1016/j.jbusres.2008.08.009
Appears in Collections:Journal/Magazine Article

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