MEMBER INVOLVEMENT IN ENTREPRENEUR NETWORK ORGANIZATIONS: THE ROLE OF COMMITMENT AND TRUST

Facilitating entrepreneurial networks is a key to promoting entrepreneurial vitality in a region. The focus of this research was to investigate methods to enhance member involvement in entrepreneur network organizations (ENOs), building from concepts in relationship marketing. Six organizations participated in the study, producing 205 usable surveys. The overall concept of organizational marketing strategies being mediated by the attitudinal variables of commitment and trust, which in turn may be related to behavior, was supported. Enhancement of member interdependence and core service performance emerged as important independent latent constructs, or marketing strategies, that might be employed. Service performance was directly related to participation as well as mediated by instrumental commitment and trust. Measures of affective commitment were not important. Normative commitment was positively related to instrumental commitment, retention and participation. A surprising negative relationship is noted between trust and participation. Of particular interest may be the role of normative commitment, which appears to be a powerful driver of participation, particularly notable since economic benefits might logically be expected to be stronger drivers of member involvement in this context.