| dc.description.abstract | An online community, and particularly an online community of consumption (OCC), has become an influential medium with enormous marketing power. To understand the interaction experiences in OCCs, this study presents an integrated theoretical framework based on an interdisciplinary review of extant literature from information systems (online community), service management (experience design), psychology (online community experience and environmental psychology), and organizational behavior (member citizenship behaviors). This study proposes that three environmental clues (support for interactive communication, vividness, and member citizenship behaviors) positively affect the four types of online community experience (pragmatic experience, usability experience, sociability experience, and hedonic experience), which, in turn, affect behavioral intentions regarding the OCC.
The data collected from 670 respondents provide support for the proposed model using partial least squares (PLS). The results confirm that (1) support for interactive communication (the functional clue) significantly predicts pragmatic experience, usability experience, sociability experience, and hedonic experience; (2) vividness (the mechanic clue) has significant and positive associations with pragmatic experience, usability experience, and hedonic experience; (3) member citizenship behaviors (the humanic clue) positively affect pragmatic experience, sociability experience, and hedonic experience; and (4) pragmatic experience, usability experience, sociability experience, and hedonic experience significantly affect behavioral intentions regarding the OCC. In addition, post-hoc analyses revealed that the duration of membership length moderates some aspects of the online community experience. Detailed theoretical and managerial implications of these findings are presented.
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