How Does Customer Online Behavior Influence Community Satisfaction?

This study examines the effects of user participation in brand communities on social networking sites. First, the concept of customer value cocreation behavior is introduced to observe user participation. Through the lens of customer value cocreation behavior, the study proposes two types of user participation, customer citizenship behavior (CCB) and customer participation behavior (CPB), which are operationalized as two second-order constructs in the study. In addition, two antecedents of CCB and CPB, namely, community identification and narcissism, are included in the research model with the purpose of encouraging customer value cocreation behavior. The results, based on data collected from 324 customers who are followers of a smartphone brand’s Facebook page, indicate that community identification is likely to significantly affect both CCB and CPB, which in turn foster community satisfaction. Surprisingly, while narcissism is found to have a direct effect on CCB, the relationship between narcissism and CPB is not supported.