The mechanism through which members with reconstructed identities become satisfied with a social network community: A contingency model

摘要

This study investigates members' satisfaction with interest-based social network communities from an identity-reconstruction perspective. Drawing upon the self-discrepancy theory and the regulatory focus theory, we theoretically modeled the factors (relating to identity reconstruction) that influence members' satisfaction with social network communities and further investigated whether these influences on satisfaction are contingent upon how much the virtual identity is reconstructed. Data (n = 1063) were collected from six interest-based social network communities. Results support most main effects and further support two moderating effects. The effect of bridging social capital on satisfaction and the effect of privacy concern on satisfaction are contingent upon identity reconstruction.