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Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective

Ying Jiang (Department of Marketing and Tourism Management, Economics and Management School, Wuhan University, Wuhan, China)
Junyun Liao (Department of Marketing, School of Management, Research Institute on Brand Innovation and Development of Guangzhou, Jinan University, Guangzhou, China)
Jiawen Chen (Department of Marketing, School of Management, Research Institute on Brand Innovation and Development of Guangzhou, Jinan University, Guangzhou, China)
Yanghong Hu (University of Aberdeen, Aberdeen, UK)
Peng Du (Department of Marketing Management, School of Business Administration, Zhongnan University of Economics and Law, Wuhan, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 December 2021

Issue publication date: 22 November 2022

547

Abstract

Purpose

Users' knowledge sharing provides valuable resources for brand community participants and is, therefore, critical for the viability of virtual brand communities. Drawing from both self-determination theory (SDT) and psychological ownership theory, the paper aims to investigate the impact of fulfillment of three basic psychological needs on brand users' knowledge-sharing behavior and examines psychological ownership as a mediator.

Design/methodology/approach

Survey data consisting of 316 valid responses were collected from users of Huawei Pollen Club Community. Confirmatory factor analysis (CFA) confirmed the reliability and validity of measures, and hierarchical linear regression and bootstrapping were used to test all hypotheses.

Findings

Fulfillment of the need for autonomy, relatedness and competence in a virtual brand community boosts users' psychological ownership and has a positive influence on their knowledge-sharing behavior. Furthermore, psychological ownership partially mediates the relationships between the fulfillment of psychological needs and knowledge-sharing behavior. In addition, the authors found that when users participate in more offline brand activities, the positive impact of the fulfillment of the need for relatedness on psychological ownership is strengthened, while the positive impact of the fulfillment of the need for autonomy on psychological ownership is weakened.

Originality/value

The paper contributes to the existing literature by exploring the relationships between fulfilling users' three basic psychological needs and their knowledge-sharing behavior through the mediating role of psychological ownership. The authors also provide insight into how offline brand activities interact with the fulfillment of psychological needs in virtual brand communities.

Keywords

Acknowledgements

The project is supported by National Social Science Foundation of China (21BGL132), National Natural Science Foundation of China (NSFC) (71802097), Jinan University Management School Funding Program (GY21013), Institute for Enterprise Development, Jinan University, Guangdong Province (2021MYZD04, HS2102 and 2020CP03), Philosophy and Social Sciences Planning Program of Guangzhou (2021GZYB05) and Research Institute on Brand Innovation and Development of Guangzhou (2021CS05). The first two authors contributed equally to this work.

Citation

Jiang, Y., Liao, J., Chen, J., Hu, Y. and Du, P. (2022), "Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 10, pp. 2165-2183. https://doi.org/10.1108/APJML-06-2021-0436

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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