Diagnostic and prescriptive benefits of consumer participation in virtual communities of personal challenge
研究了个人挑战虚拟社区（如健康社区）中活跃参与者如何获得诊断性和处方性学习收益，这些收益驱动社会支持进而促进社区参与，并发现预期负面情绪起中介作用。
Purpose The purpose of this paper is to show how active participants within personal challenge virtual communities (e.g. virtual health communities, online legal forums, etc.) derive learning benefits from their involvement within the community. In doing so, the research conceptualises and tests a model of engagement within such virtual communities. Design/methodology/approach This research was conducted through the design of a survey administered to an online panel of active participants from several virtual health communities. Structural equation modelling was used to test the conceptual model. Findings Along with well-researched concepts such as social identification, this research identifies diagnostic and prescriptive benefits as key learning benefits associated with active participation within personal challenge communities. These benefits drive social support which individuals attain from these virtual communities, which, in turn, drives engagement within the community. It is also found that anticipated negative emotions from leaving the community mediate social support and engagement. Originality/value This is one of the first studies to develop a model of consumer engagement with personal challenge virtual communities. The findings make a contribution to the field of online communities by showing how learning benefits (diagnostic and prescriptive) transpire within these communities and how these benefits lead to greater community engagement.