Identity-based Determinants for Virtual Community Participation: Moderating Role of Gender Composition

Abstract

Gender composition of VCs shapes the members' communication style and content, and has a potential in influencing the anticipated benefits from VC participation. Extending prior research on VC participation and group composition, this study examines the moderating effect of gender composition in influencing the linkage between two important identity-based determinants, i.e., identification and identity confirmation, and VC participation. The research model was validated with an online survey involving 3 male dominant VCs and 1 female dominant VC. The results show that identification is a significant and stable determinant for members' VC participation regardless of gender composition, but the effect of identity confirmation on VC participation is only significant for those in a female dominant VC. The theoretical and practical implications of the research are discussed.