Research on the impact of conflicts among members of brand communities on their knowledge sharing willingness

doi:10.19571/j.cnki.1000-2995.2024.04.020

Abstract

Abstract: Knowledge sharing among members of brand communities is the foundation for their survival, but the impact of negative interactions such as conflicts on knowledge sharing has yet to be studied. This research drew on the equity theory to construct a model of the impact mechanism of cognitive and emotional conflicts on their willingness to share knowledge among brand community members, and tested the aforementioned model through a series of experiments. The research found that: (1) Cognitive and emotional conflicts both negatively affect the members′ willingness to share knowledge, and the perception of interactional justice among community members completely mediates the above relationships; (2) Community members agree on the negative regulation of the relationship between community conflicts and the perception of interactional justice; (3) Compared with no brand response, brand response can more effectively reduce the impact of interactional justice perception on the willingness to share knowledge, but there is no difference in the strength of the moderating effects of different response methods. This study has enriched and developed the research on the antecedents of knowledge sharing in virtual communities, online conflict and conflict management, while providing practical implications for the management of brand communities.

Key words: brand community, conflict, knowledge sharing, perception of interactive justice

Zhang Yin, Zheng Haidong, Zhang Qianhui, Sun Xiaohui. Research on the impact of conflicts among members of brand communities on their knowledge sharing willingness[J]. Science Research Management, 2024, 45(4): 185-192.

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Research on the impact of conflicts among members of brand communities on their knowledge sharing willingness

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