Antecedents and Consequences of Interaction Quality in Virtual End-User Communities

摘要

Research has identified virtual communities as a valuable source of innovation. This study aims to provide an understanding of what makes some end-user communities more successful in creating innovations than others. Specifically, we explore how the attractiveness of innovations is influenced by the quality of interaction between the community members. Additionally, we consider trust in benevolent behaviour and competition for reputation, as well as their interaction effect, as being possible antecedents of interaction quality. Drawing on data collected through a web-based survey, this study explores the innovation activities of 127 virtual end-user communities within the fields of sports, car and motorbike tuning and model building. The findings confirm that interaction quality is positively related to the innovative-ness of virtual communities. As regards the antecedents of interaction quality, the analysis indicates that trust is a key prerequisite to co-operative behaviour among the members of virtual communities. The level of competition, however, only affects interaction quality if a high level of trust is present among members. The results highlight the need to create an environment that facilitates interaction among the members of innovation communities. Furthermore, community managers should ensure that a minimum level of trust is established within the community before stimulating competition.