Conflict, dissonance and engagement in virtual communities

Authors

• Jao H. Cheng, National Yunlin University of Science and Technology
• Ming H. Chang, National Yunlin University of Science and Technology
• Zong H. Jheng, National Yunlin University of Science and Technology
• Albert Huang, University of the PacificFollow
• Shang C. Huang, National Yunlin University of Science and Technology

Document Type

Article

Publication Title

International Journal of Services and Standards

Department

Business

ISSN

17408849

Volume

14

Issue

4

DOI

10.1504/IJSS.2024.147739

First Page

291

Last Page

313

Publication Date

6-28-2025

Abstract

This paper studied the users’ relationships among three constructs in virtual communities: conflict, dissonance, and engagement, with dissonance as the mediating variable. We collected 327 members’ data from a virtual community and analysed the relationship between conflict and engagement. In this research, the results show that conflict has a positive effect on dissonance and engagement. The variable dissonance is positively associated with engagement, too. We find the most significant implication in this study for virtual communities and associated business operators: conflict that exists in virtual communities can create a higher level of engagement for users. The study explains and understands the users in the context of virtual communities’ relationship between perceived conflict, dissonance, and engagement.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Recommended Citation

Cheng, Jao H.; Chang, Ming H.; Jheng, Zong H.; Huang, Albert; and Huang, Shang C., "Conflict, dissonance and engagement in virtual communities" (2025). Pacific Faculty Work. 25.
https://scholarlycommons.pacific.edu/all-faculty/25