Impact of Social Support and Reciprocity on Consumer Well-Being in Virtual Medical Communities

Jyh Jeng Wu, Che Hui Lien, Tien Wang, Tzu Wei Lin

Research output: Contribution to journalArticlepeer-review


This study pursues a better understanding of consumer well-being in online medical cosmetics communities by investigating the antecedents of well-being and moderating influence of community norms. A total valid sample of 484 respondents was collected from 2 popular medical cosmetics discussion platforms. A partial least squares analysis was used to validate the research model. Emotional support, informational support, and sense of belonging were important predictors of well-being. Among these 3 antecedents, emotional support showed the strongest influence on consumer well-being. Sense of belonging was significantly and positively influenced by emotional support and reciprocity, and hence plays a pivotal role in mediating the effects of emotional support and reciprocity on well-being. However, informational support does not appear to significantly influence sense of belonging. Members’ compliance with community norms positively moderates the influence of sense of belonging on well-being. This study contributes to the literature on realizing members’ social behaviors specifically in virtual medical cosmetics communities and provides insights for the management of online communities.

Original languageEnglish
JournalInquiry (United States)
Publication statusPublished - 2023 Jan 1

All Science Journal Classification (ASJC) codes

  • Health Policy


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