When Self‐Disclosure Promotes the Psychological Ownership of Virtual Communities: The Role of Self‐Uncertainty

ABSTRACT Virtual communities play an important role in the digital economy and individuals' daily lives; therefore, both researchers and managers have endeavored to improve users' psychological ownership of virtual communities. This research aimed to examine the proposal that users' self‐disclosure in virtual communities is an important influencing factor in their psychological ownership and that users' self‐uncertainty plays a moderating role. Two studies were conducted to examine the proposals. To establish the causal relationship, Study 1 conducted a 2 (self‐disclosure: high vs. low) × 2 (self‐uncertainty: high vs. low) experimental design in which participants' self‐uncertainty and self‐disclosure in virtual communities were manipulated. To enhance ecological validity, Study 2 used a daily diary method that surveyed 102 college students for a week. The participants reported their daily experiences with actual virtual platforms, including self‐uncertainty, self‐disclosure, and psychological ownership. Studies 1 and 2 revealed that the positive relationship between self‐disclosure and the psychological ownership of virtual communities was moderated by self‐uncertainty. For participants with higher levels of self‐uncertainty, their self‐disclosure in virtual communities is more likely to increase their psychological ownership. This study revealed the moderating role of self‐uncertainty in the relationship between self‐disclosure and psychological ownership, which contributes to the literature on virtual communities and psychological ownership and has substantial implications for users and managers of virtual communities.