Online Community Participation Intentions

What it measures

Five items measure the degree to which a person intends to participate in, communicate within, visit, and contribute to a particular online community. Hanson, Jiang, and Dahl (2019) created the scale drawing on measures by Chung et al. (2010) and Zhou (2011). EFA confirmed discriminant validity with respect to community connectedness and role clarity measures. A three-item version (items 1–3) was used in Study 3.

Response format

7-point Likert (anchors likely strongly disagree/strongly agree)

Scale items

• I would participate in this community.
• I would communicate with other users in this community.
• I would visit this community.
• I would contribute to this community.
• How likely are you to participate in this community?

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Item 5 is phrased as a question ('How likely are you to participate...') while items 1–4 are agree/disagree statements, creating a format inconsistency. The three-item version used in Study 3 (items 1–3) had a notably lower alpha of .78. Companion scale measuring connectedness to the community is ID 953.

Recommended companion scales

Citation

Hanson, S., Jiang, L., & Dahl, D. (2019). Enhancing consumer engagement in an online brand community via user reputation signals: A multi-method analysis. Journal of the Academy of Marketing Science, 47(2), 349–367.

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