This research paper delves into the dynamics of consumer participation (CP) in online communities of consumption (OCCs), drawing on organizational citizenship behavior theories to differentiate between in-role and extra-role participation types. Through a survey of 469 respondents, an integrated framework is proposed to identify the antecedents of CP, revealing that online community management effectiveness, cooperative norms, technology readiness, and perceived benefits significantly influence both in-role and extra-role CP. It finds distinct drivers for each participation type, with online community management being a key determinant for in-role participation and perceived benefits mainly influencing extra-role participation. Additionally, effective community management enhances cooperative norms and perceived benefits, highlighting its central role in fostering CP. These insights provide practical guidelines for managing participation behaviors critical to the sustainability and success of OCCs.
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Yen, HsiuJu Rebecca, Sheila Hsuan-Yu Hsu, and Chun-Yao Huang. "Good soldiers on the Web: Understanding the drivers of participation in online communities of consumption." International Journal of Electronic Commerce 15.4 (2011): 89-120.
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