National United University, Miaoli.
Thompson Rivers University, Kamloops, BC, Canada.
Inquiry. 2023 Jan-Dec;60:469580231155290. doi: 10.1177/00469580231155290.
This study pursues a better understanding of consumer well-being in online medical cosmetics communities by investigating the antecedents of well-being and moderating influence of community norms. A total valid sample of 484 respondents was collected from 2 popular medical cosmetics discussion platforms. A partial least squares analysis was used to validate the research model. Emotional support, informational support, and sense of belonging were important predictors of well-being. Among these 3 antecedents, emotional support showed the strongest influence on consumer well-being. Sense of belonging was significantly and positively influenced by emotional support and reciprocity, and hence plays a pivotal role in mediating the effects of emotional support and reciprocity on well-being. However, informational support does not appear to significantly influence sense of belonging. Members' compliance with community norms positively moderates the influence of sense of belonging on well-being. This study contributes to the literature on realizing members' social behaviors specifically in virtual medical cosmetics communities and provides insights for the management of online communities.
本研究旨在通过调查幸福感的前因和社区规范的调节影响，更好地理解在线医疗美容社区中的消费者幸福感。从两个流行的医疗美容讨论平台共收集了 484 名有效受访者的总体有效样本。采用偏最小二乘法分析验证了研究模型。情感支持、信息支持和归属感是幸福感的重要预测因素。在这 3 个前因中，情感支持对消费者幸福感的影响最强。归属感受到情感支持和互惠性的显著正向影响，因此在中介情感支持和互惠性对幸福感的影响方面起着关键作用。然而，信息支持似乎并没有显著影响归属感。成员对社区规范的遵守正向调节归属感对幸福感的影响。本研究为实现成员在虚拟医疗美容社区中的特定社会行为的文献做出了贡献，并为在线社区的管理提供了见解。
