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Looking at both sides of relationship dynamics in virtual communities: A social exchange theoretical lens

Kao, PJ; Pai, P; Tsai, HT; (2019) Looking at both sides of relationship dynamics in virtual communities: A social exchange theoretical lens. Information and Management 10.1016/j.im.2019.103210. (In press).

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Abstract

This study draws on social exchange theory to investigate the relationship dynamics of the member–community dyad in virtual community settings. Using a longitudinal design and multiple measurement sources, the findings indicate that social and task communication styles have unique effects on members’ community commitment velocity, which in turn influences member gratitude and entitlement behaviors. A moderated path analysis demonstrates that the effects of social and task communication styles on community commitment velocity are both positively moderated by attachment anxiety and attachment avoidance. It also reveals that members’ level of popularity augments the influence of community commitment velocity on member entitlement behavior.

Type: Article
Title: Looking at both sides of relationship dynamics in virtual communities: A social exchange theoretical lens
DOI: 10.1016/j.im.2019.103210
Publisher version: https://doi.org/10.1016/j.im.2019.103210
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: relationship velocity, entitlement behavior, attachment style, popularity, communication style, virtual community
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment > Bartlett School Env, Energy and Resources
URI: https://discovery.ucl.ac.uk/id/eprint/10085155
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