Applying Common Identity and Bond Theory to Design of Online Communities

Online communities depend upon the commitment and voluntary participation of their members. Community design — site navigation, community structure and features, and organizational policies — is critical in this regard. Community design affects how people can interact, the information they receive about one another and the community, and how they can participate in community activities. We argue that the constraints and opportunities inherent in online community design influence how people become attached to the community and whether they are willing to expend effort on its behalf. We examine two theories of group attachment and link these theories with design decisions for online communities. Common identity…