Knowing Your Role: the Effect of Reputation Signals on Participation Intentions

Sara Hanson, University of Oregon, USA
Lan Jiang, City University of Hong Kong, China
Darren Dahl, University of British Columbia, Canada
Reputation signals high in role clarity generate greater participation intentions than low role clarity signals, mediated by feelings of connectedness (Study 1a/b). New users are particularly motivated by high role clarity signals (Study 2). Low community endurance attenuates the effect (Study 3) and face-to-face interaction mitigates the effect (Study 4).
[ to cite ]:
Sara Hanson, Lan Jiang, and Darren Dahl (2015) ,"Knowing Your Role: the Effect of Reputation Signals on Participation Intentions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 550-551.