@inproceedings{89bfb924a9b140c58dff7550c5ad2a6f,
title = "The roles of complementary and supplementary fit in predicting online brand community users{\textquoteright} willingness to contribute",
abstract = "Recently, we have witnessed a shift in the form of brand communities from firm-centric to customer-centric. In particular, the customer-centric approach allows value co-creation in brand communities by involving customers in various activities that bring a product to the market. It is thus interesting and necessary to examine customers{\textquoteright} motivations in helping brands and communities grow and succeed. Based on the person-environment fit framework, this study presents an attempt to investigate community users{\textquoteright} knowledge contribution in one of the largest brand communities in Mainland China. The results demonstrate that both complementary fit and supplementary fit significantly predict consumers{\textquoteright} satisfaction with and their commitment to the community, which in turn leads to willingness to contribute. The findings will contribute to both research and practice by offering a better understanding of the roles of complementary and supplementary fit in promoting online brand community users{\textquoteright} knowledge sharing and contribution.",
keywords = "Complementary fit, Knowledge contribution, Online brand communities, Person-environment fit, Supplementary fit",
author = "Shen, {Xiao Liang} and Li, {Yang Jun} and Yongqiang Sun",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2016.; 24th International Conference on Information Systems Development, ISD 2015 ; Conference date: 25-08-2015 Through 27-08-2015",
year = "2016",
doi = "10.1007/978-3-319-30133-4_13",
language = "English",
isbn = "9783319301327",
series = "Lecture Notes in Information Systems and Organisation",
publisher = "Springer Heidelberg",
pages = "185--197",
editor = "Chris Barry and Michael Lang and Christoph Schneider and Henry Linger and Doug Vogel and Xitong Guo",
booktitle = "Transforming Healthcare Through Information Systems - Proceedings of the 24th International Conference on Information Systems Development",
address = "Germany",
}