Determinants of Social Community Value Creation: An Exploratory Empirical Study

Based on the Value-Belief-Norm Theory (VBNT), an exploratory study is conducted that proposes a research model to describe the social community value creation. The proposed model is examined via empirical survey. The mediation effect of community beliefs is also explored. The model considers extrinsic perceived value (EPV), intrinsic perceived value (IPV), and biospheric perceived value (BPV) as the main determinants of value creation behaviour for online communities. Results from the analysis of 335 valid community users are obtained. The intrinsic perceived value is significantly associated with the value creation attitude (VCA) towards intention, implying that community users, thus far, likely appreciate such intrinsic effect of community as participation and sentiment values. The beliefs partially mediate the effect of IPV on value creation behaviour. Active behaviour in public issues and private behaviour in the community are because of the perceived participation value, whereas non-active behaviour in public issues is due to the perceived network value in online community. Trust and norm alternate no effect of IPV on value creation attitude towards active and non-active behaviours in public issues and private behaviour in the community. This draws attention to the idea that beliefs probably have interplay effect on the value creation behaviour. This study serves as a theoretical and practical groundwork for researches on value development of virtual society with a focus on the effects of EPV, IPV, and BPV. Discussions and implications are also addressed.