The power of choice: Examining how selection mechanisms shape decision-making in online community engagement
本文通过两项研究，识别并分类了影响用户在线社区参与决策的多种选择机制，发现不同机制对不同类型社区（如专业、旅游、游戏社区）的重要性各异，为企业优化决策提供参考。
The significance of online communities in our lives is indisputable. These communities take various forms, including social networking sites, brand communities, and virtual platforms, where individuals digitally connect and interact. This article suggests that users' perceptions and beliefs about online communities are shaped by multiple selection mechanisms, which significantly influence decision-making processes related to community participation. This article is supported by two studies, with the second study building upon the first. Study 1 retrospectively explores selection mechanisms by drawing from network theory, social capital theory, and motivation theory. Through principal component analysis, these mechanisms are identified and categorized as community selection mechanisms. In Study 2, the focus shifts to examining whether these mechanisms lead to differences in community engagement behaviors. These behaviors encompass intentions to continue participating, knowledge sharing, and electronic word-of-mouth (e-WOM). By comparing various communities based on their characteristics, the results reveal that each selection mechanism holds varying degrees of importance in influencing community engagement. For instance, content gratification is a key mechanism for the selection of professional and travel communities, but it lacks significance as a predictor for the game community. These findings not only advance our understanding of community selection mechanisms but also provides valuable insights for businesses looking to optimize their decision-making processes.