Social Capital on Consumer Knowledge-Sharing in Virtual Brand Communities: The Mediating Effect of Pan-Family Consciousness
Literature investigating social capital theory and Chinese family culture suggests that social capital exists in virtual brand communities, bringing convenience to members, contributing to the cultivation of pan-family consciousness, and affecting consumer knowledge-sharing. In this study, we consid...
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| Veröffentlicht in: | Sustainability 2019-01, Vol.11 (2), p.339 |
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| creator | Zhang, Jiemei Zhu, Qingbo Wang, Yupei |
| description | Literature investigating social capital theory and Chinese family culture suggests that social capital exists in virtual brand communities, bringing convenience to members, contributing to the cultivation of pan-family consciousness, and affecting consumer knowledge-sharing. In this study, we considered members of virtual brand communities as the research subjects, then analyzed the data using SPSS19.0 and AMOS21.0. We showed that network density, shared language, and shared vision of social capital have a positive impact on pan-family consciousness. This, in turn, had a positive influence on knowledge-sharing, thus playing an intermediary role between cognitive capital and consumer knowledge-sharing. |
| doi_str_mv | 10.3390/su11020339 |
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| ispartof | Sustainability, 2019-01, Vol.11 (2), p.339 |
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| source | MDPI - Multidisciplinary Digital Publishing Institute; EZB-FREE-00999 freely available EZB journals |
| subjects | Cellular telephones Community Consciousness Consumers Cultural values Culture Influence Intellectual capital Internet Knowledge Organization theory Social capital Social networks Sociology Sustainability Virtual communities |
| title | Social Capital on Consumer Knowledge-Sharing in Virtual Brand Communities: The Mediating Effect of Pan-Family Consciousness |
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