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The Roles of Complementary and Supplementary Fit in Predicting Online Brand Community Users’ Willingness to Contribute

In: Transforming Healthcare Through Information Systems

Author

Listed:
  • Xiao-Liang Shen

    (Wuhan University)

  • Yang-Jun Li

    (Wuhan University)

  • Yongqiang Sun

    (Wuhan University)

Abstract

Recently, we have witnessed a shift in the form of brand communities from firm-centric to customer-centric. In particular, the customer-centric approach allows value co-creation in brand communities 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 brands and communities grow and succeed. Based on the person-environment fit framework, this study presents an attempt to investigate community users’ knowledge contribution in one of the largest brand communities 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 willingness to contribute. The findings will contribute to both research and practice by offering a better understanding of the roles of complementary and supplementary fit in promoting online brand community users’ knowledge sharing and contribution.

Suggested Citation

  • Xiao-Liang Shen & Yang-Jun Li & Yongqiang Sun, 2016. "The Roles of Complementary and Supplementary Fit in Predicting Online Brand Community Users’ Willingness to Contribute," Lecture Notes in Information Systems and Organization, in: Doug Vogel & Xitong Guo & Henry Linger & Chris Barry & Michael Lang & Christoph Schneider (ed.), Transforming Healthcare Through Information Systems, edition 1, pages 185-197, Springer.
    • Handle: RePEc:spr:lnichp:978-3-319-30133-4_13
    DOI: 10.1007/978-3-319-30133-4_13
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