Understanding how participating behaviours influenced by individual motives affect continued generating behaviours in product-experience-shared communities

The characteristics of multiple brands involved and users’ original content, facilitate a brand-new online platform’s emergence, that is, a product-experience-shared community (PESC), being distinguished from the brand community that has been extensively studied. While popular nowadays, PESC still involves limited research. Mainly, why users volunteer to write a flow of content remains unclear. Our purpose is to analyse the effects of different...