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Background: Despite the benefits provided by online communities and online retailing, administrators and managers are faced with several challenges to successfully manage these platforms. Helping behaviours may assist to overcome these challenges; however, knowledge about this construct in different online environments is limited. Objectives: To investigate the influence of affective and normative commitment on helping behaviour within non-commercial and commercial online environments. Method: Data were collected through online questionnaires. The sample included residential online community members who actively participated in the community during the last 12 months (non-commercial sample) or had made an online purchase during the last 12 months (commercial sample). Non-probability sampling was used and the data analysis included descriptive statistics using SPSS and structural equation modelling using Mplus software. ## Results: In both online environments, affective commitment positively influenced the helping behaviours of online community members and online customers; however, the relationship between normative commitment and helping behaviour was only significant for the non-

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Author

Mia Bothma

Publisher

AOSIS; Auckland Park: Department of Information Studies University of Johannesburg; Tygervalley: AOSIS OpenJournals; Cape Town: AOSIS (Pty) Ltd (ISSN 2078-1865)

Published

2020

Language

EN

Field

Business, Management and Accounting (Social Sciences)