Promoting Consumer Engagement in Online Communities through Virtual Experience and Social Identity
Abstract
:1. Introduction
2. Theoretical Background and Hypothesis Development
2.1. Online Game
2.2. Massive Multiplayer Online Role-Playing Games
2.3. Virtual Experience
2.3.1. Social Presence
2.3.2. Telepresence
2.4. Social Identity
2.4.1. Cognitive Social Identity
2.4.2. Affective Social Identity
2.5. Consumer Engagement
3. Methods
3.1. Measures of the Constructs
3.2. Data Collection
4. Results
4.1. Measurement Model
4.2. Common Method Bias
4.3. Structural Model
5. Discussion
6. Limitations and Future Research
7. Conclusions
7.1. Theoretical Implications
7.2. Managerial Implications
Funding
Conflicts of Interest
Appendix A. Measurements Scales (Strongly Disagree/Agree, 1–7 Scale)
- Social Presence (adapted from [10])
- SP1 In my interactions with other members, I am able to be myself and show what kind of member/person I really am.
- SP2 I trust that other members in this online gaming community will help me if I need it.
- SP3 I feel connected to other players in this online gaming community.
- Telepresence (adapted from [23])
- TP1 Being in this online gaming community often makes me forget where I am
- TP2 After using this online gaming community, I feel like I come back to the "real world" after a journey.
- TP3 This online gaming community creates a new world for me, and this world suddenly disappears when I stop using it.
- Cognitive Social Identity (adapted from [45])
- CSI1 In this online gaming community, my personal identity and the identity of this community is similar to that of other members.
- CSI2 In this online gaming community, my self-image is similar to that of other members.
- CSI3 In this online gaming community, my perspective of online games is similar to that of other members.
- Affective Social Identity (adapted from [45])
- ASI1 I feel a strong sense of being part of this online gaming community.
- ASI2 I am very attached to this online gaming community.
- ASI3 I enjoy myself as a member of this online gaming community.
- Psychological Engagement (adapted from [60])
- PE1 I feel strong and vigorous when I am using this online gaming community.
- PE2 I am enthusiastic in this online gaming community.
- PE3 Using this online gaming community is absorbing and immersive.
- Behavioral Engagement (adapted from [60])
- BE1 I am willing to actively participate in the activities in this online gaming community.
- BE2 I am willing to support other members in this online gaming community.
- BE3 I will recommend this online gaming community to anyone seeking advice about online gaming communities.
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Characteristic | Items | Frequency | Percentage | Chi-Square | DF | p-Value |
---|---|---|---|---|---|---|
Gender | Male | 270 | 79.9% | 1.648 | 1 | 0.199 |
Female | 68 | 20.1% | ||||
Age | 19 or below | 19 | 5.6% | 1.128 | 3 | 0.770 |
20–29 | 208 | 61.5% | ||||
30–39 | 107 | 31.7% | ||||
40 or above | 4 | 1.2% | ||||
Educational Background | High School and under | 31 | 9.2% | 4.333 | 2 | 0.115 |
Bachelor’s degree | 248 | 73.3% | ||||
Master’s degree and over | 59 | 17.5% | ||||
Time spent on average playing this game per day | 1 hour or below | 7 | 2.1% | 1.776 | 4 | 0.777 |
1–2 h | 71 | 21% | ||||
3–4 h | 153 | 45.3% | ||||
5–6 h | 67 | 19.8% | ||||
Over 6 h | 40 | 11.8% | ||||
Time since they started to play this game | 1 year or below | 25 | 7.4% | 3.899 | 4 | 0.420 |
1–2 years | 26 | 7.7% | ||||
2–3 years | 19 | 5.6% | ||||
3–4 years | 19 | 5.6% | ||||
Over 4 years | 249 | 73.7% |
Fit Indices | Recommended Value | Measurement Model | Structural Model |
---|---|---|---|
X2/df | ≤3.00 | 2.064 | 2.639 |
GFI | ≥0.90 | 0.926 | 0.902 |
AGFI | ≥0.80 | 0.894 | 0.868 |
NNFI | ≥0.90 | 0.966 | 0.947 |
CFI | ≥0.90 | 0.973 | 0.956 |
IFI | ≥0.90 | 0.973 | 0.957 |
RFI | ≥0.90 | 0.936 | 0.918 |
RMSEA | ≤0.08 | 0.056 | 0.070 |
Construct | Items | Factor Loading | CR | AVE |
---|---|---|---|---|
SP1 | 0.799 *** | |||
Social Presence | SP2 | 0.811 *** | 0.885 | 0.720 |
SP3 | 0.930 *** | |||
TP1 | 0.781 *** | |||
Telepresence | TP2 | 0.881 *** | 0.859 | 0.670 |
TP3 | 0.790 *** | |||
CSI1 | 0.912 *** | |||
Cognitive Social Identity | CSI2 | 0.915 *** | 0.926 | 0.807 |
CSI3 | 0.867 *** | |||
ASI1 | 0.876 *** | |||
Affective Social Identity | ASI2 | 0.894 *** | 0.925 | 0.804 |
ASI3 | 0.920 *** | |||
PE1 | 0.892 *** | |||
Psychological Engagement | PE2 | 0.748 *** | 0.889 | 0.728 |
PE3 | 0.911 *** | |||
BE1 | 0.894 *** | |||
Behavioral Engagement | BE2 | 0.853 *** | 0.919 | 0.791 |
BE3 | 0.919 *** |
Construct | SP | TP | CSI | ASI | PE | BE |
---|---|---|---|---|---|---|
SP | 0.849 | |||||
TP | 0.312 | 0.819 | ||||
CSI | 0.461 | 0.422 | 0.898 | |||
ASI | 0.635 | 0.321 | 0.416 | 0.897 | ||
PE | 0.584 | 0.349 | 0.492 | 0.505 | 0.853 | |
BE | 0.560 | 0.170 | 0.354 | 0.370 | 0.594 | 0.889 |
Effect | Direct Effect | Indirect Effect | Total Effect | |||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|
CSI | ASI | PE | BE | CSI | ASI | PE | BE | CSI | ASI | PE | BE | |
SP | 0.378 | 0.651 | 0.409 | 0.261 | 0.378 | 0.651 | 0.409 | 0.261 | ||||
TP | 0.337 | 0.148 | 0.185 | 0.118 | 0.337 | 0.148 | 0.185 | 0.118 | ||||
CSI | 0.364 | 0.232 | 0.364 | 0.232 | ||||||||
ASI | 0.418 | 0.266 | 0.418 | 0.266 | ||||||||
PE | 0.637 | 0.637 |
Path | Point Estimates | Product of Coefficients | Bias-Corrected CI | Percentile CI | |||
---|---|---|---|---|---|---|---|
SE | Z | Lower | Upper | Lower | Upper | ||
CSItoPEtoBE | 0.171 | 0.047 | 3.638 | 0.096 | 0.273 | 0.096 | 0.272 |
ASItoPEtoBE | 0.192 | 0.047 | 4.085 | 0.115 | 0.310 | 0.109 | 0.292 |
Direct Effect (CSItoBE) | 0.040 | 0.051 | 0.784 | −0.055 | 0.154 | −0.057 | 0.146 |
Direct Effect (ASItoBE) | 0.088 | 0.071 | 1.239 | −0.043 | 0.231 | −0.046 | 0.230 |
Total Indirect Effect | 0.492 | 0.073 | 6.740 | 0.340 | 0.631 | 0.344 | 0.640 |
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Chuang, Y.-W. Promoting Consumer Engagement in Online Communities through Virtual Experience and Social Identity. Sustainability 2020, 12, 855. https://doi.org/10.3390/su12030855
Chuang Y-W. Promoting Consumer Engagement in Online Communities through Virtual Experience and Social Identity. Sustainability. 2020; 12(3):855. https://doi.org/10.3390/su12030855
Chicago/Turabian StyleChuang, Yu-Wei. 2020. "Promoting Consumer Engagement in Online Communities through Virtual Experience and Social Identity" Sustainability 12, no. 3: 855. https://doi.org/10.3390/su12030855