## 4 Discussion  
### Theoretical Implications  
This article has four purposes. First, this work uncovers the mutual relationships among the four kinds of customer-centric relationships (customer-brand, customer-marketers, customer-platform and customer-others). Second, the manner in which the four kinds of relationships affect brand community participation intention independently is discussed in this paper. Third, this paper distinguishes how high quality information motivates customers to participate in a brand community. And most of all we determine the necessary conditions of brand community participation intention. The SEM results show that high platform-interactivity and brand interactivity lead to high marketer interactivity, platform-interactivity, brand-interactivity, and marketers-interactivity positively influencing customers-interactivity. Importantly, these four kinds of customer-centric relationships and information quality have been proven to positively affect community participation intention through perceived flow. The fsQCA results demonstrate that information quality and platform-interactivity are necessary conditions for community participation intention; this finding is consistent with the \begin{table}
\begin{tabular}{c c c c c c c c c c} \hline \hline \multirow{2}{*}{**Model**} & \multirow{2}{*}{**IQ**} & \multirow{2}{*}{**MI**} & \multirow{2}{*}{**CI**} & \multirow{2}{*}{**PI**} & \multirow{2}{*}{**BI**} & \multirow{2}{*}{**F**} & \multicolumn{2}{c}{**Coverage**} & \multirow{2}{*}{**Consistency**} \\ \cline{5-10} \cline{6-10}  & & & & & & & **Raw** & & & \\ \hline
1 & \(\bullet\) & \(\bigcirc\) & \(\bullet\) & \(\bullet\) & \(\bullet\) & \(\bullet\) & 0.297238 & 0.011002 & 0.980974 \\ \hline
2 & \(\bullet\) & & & \(\bullet\) & \(\bullet\) & \(\bullet\) & 0.684940 & 0.099111 & 0.985348 \\ \hline
3 & \(\bullet\) & \(\bullet\) & \(\bullet\) & \(\bullet\) & & \(\bullet\) & 0.504589 & 0.023349 & 0.986382 \\ \hline
4 & \(\bullet\) & \(\bullet\) & \(\bigcirc\) & \(\bullet\) & \(\bullet\) & 0.349220 & 0.017007 & 0.981767 \\ \hline \hline \end{tabular} Solution coverage: 0.738747; Solution consistency: 0.973536.  
\end{table} 
Table 5: Output-intermediate solution. Note: Filled dots (\(\bullet\)) means the presence of the antecedent condition in the model predicting the outcome, empty dots (\(\bigcirc\)) means the negations of the antecedent and blanks means the particular antecedent is not figured in the model. Information quality = IQ, Marketers-interactivity = MI, Customers-interactivity = CI, Platform-interactivity = PI, Brand-interactivity = BI, Flow = F.  
SEM results. However, the different results of SEM and fsQCA found that high perceived flow does not constantly lead to high participation intention. Specifically, flow does not affect the participation intention in some contexts. As previously noted, extent research has focused on the effects of brand community social relationship and information quality on community participation intention and has seldom considered the importance of each effect critical to research on brand community. This research fills this gap. By comparing the results of fsQCA and SEM, this research found that information quality and platform-interactivity are necessary conditions for community participation intention. However, the other customer-centric relationships affect participation intention only in some contexts. In addition, many previous studies have only examined the overall effect of the four kinds of customer-centric relationships on participation intention. However, they have neglected the individual effect of the four kinds of customer-centric relationships on participation intention. Our paper filled this gap and discussed the influence of the four kinds of customer-centric relationships on participation intention. Importantly, previous research has yet to explore the mutual influence mechanism among the four kinds of customer-centric relationships.