Maintaining a virtual professional community through positive word of mouth

Christy M K CHEUNG*, Matthew K.O. Lee, Neil Rabjohn

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

Abstract

To better understand the sustainability of a virtual professional community, the authors develop and test a research model of user intention to recommend the community to others. Specifically, intention to spread positive word of mouth is proposed to be determined by satisfaction, commitment, and group norm, with satisfaction and group norm positively impacting commitment. Using data obtained from users of a virtual professional community (an educational portal), the results supported nearly all hypothesized relationships. Only the relationship between satisfaction and commitment was not found to be significant. The authors conclude with a discussion of the findings and implications for both theory and practice.

Original languageEnglish
Title of host publicationPACIS 2007 Proceedings
Publication statusPublished - Jul 2007
Event11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises, PACIS 2007 - Auckland, New Zealand
Duration: 3 Jul 20076 Jul 2007

Conference

Conference11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises, PACIS 2007
Country/TerritoryNew Zealand
CityAuckland
Period3/07/076/07/07

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

  • Knowledge management
  • Satisfaction
  • Social influence
  • Virtual community
  • Word-of-mouth

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