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We investigate two key group-level determinants of virtual community participation—group norms and social identity—and consider their motivational antecedents and mediators. We also introduce a marketing-relevant typology to conceptualize virtual communities, based on the distinction between network-based and small-group-based virtual communities. Our(More)
Building on the theory of planned behaviour (TPB), we develop a new model of purposive behaviour which suggests that desires are the proximal causes of intentions, and the traditional antecedents in the TPB work through desires. In addition, perceived consequences of goal achievement and goal failure are modelled as anticipated emotions, which also function(More)
Theory development typically focuses on relationships among theoretical constructs, placing little emphasis on relationships between constructs and measures. In most cases, constructs are treated as causes of their measures. However, this causal flow is sometimes reversed, such that measures are viewed as causes of constructs. Procedures have been developed(More)
The purpose of this study is to distinguish between cognitive, affective and evaluative components of social identity in the organization and to show how the components instigate behaviours that benefit in-group members. A new scale for measuring cognitive organizational identification (i.e. self-categorization) is developed and compared to a leading scale.(More)
A structural equation methodology is used to assess the reliability and validity of expectancy-value and semantic differential measures of attitude toward the act of donating blood. Hypotheses as to the internal consistency and the convergent, concurrent, discriminant, predictive, and nomological validities of responses are tested in the context of a(More)
D. Howell, E. Breivik, and J. B. Wilcox (2007) have presented an important and interesting analysis of formative measurement and have recommended that researchers abandon such an approach in favor of reflective measurement. The author agrees with their recommendations but disagrees with some of the bases for their conclusions. He suggests that although(More)
The long-term viability of virtual communities depends critically on contribution behavior by their members. We deepen and extend prior research by conceptualizing contributions to virtual communities in terms of small friendship group–referent intentional actions. Specifically, we investigate cognitive, emotional, and social determinants of shared(More)