The Effect of Person-Environemnt Fit on Community Commitment, Social Presence, and Trust on Wilingness to Contribute to the Shoppe User Community
Keywords:
Needs-supplies fit, Demand-abilitis fit, social presence, trust, community commitment, wilingness to contribute, PLS,SEMAbstract
Online brand communities are often considered a platform for customers to contribute to the success of the community. This study examines the influence of person-environment fit, namely needs-supplies fit and demands-abilities fit, as well as social presence and trust on community commitment and willingness to contribute, and examines the nonlinear influence of person environment fit and community commitment using the Structural Equation Modeling (SEM) test based on Partial Least Square (PLS). From 98 respondents to the Shopee user community, it was found that person-environment fit and social presence can affect community commitment. In addition, it was also found that community commitment can affect willingness to contribute. Meanwhile, the influence of nonlinear person-environment fit and trust has no effect on community commitment. Likewise, no influence was found between nonlinear community commitment and willingness to contribute.
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