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.
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.
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.
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.
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.
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
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