The intention to promote voluntary product recommendation by individuals in the community during online social contact has aroused more and more interest. At present, in a network community composed of consumers, reasons for personal active product recommendation by consumers are not obvious. To explore in more depth personal active product recommendation behaviour in the community during online social contact and the key factors which affect this behaviour, we have developed a model in which, based on Cognitive Emotion Theory (CET), reciprocal relationships in the community environment and the emotional impact of community homogeneity on a sense of community belonging and community receptivity are studied, and ultimately the subsequent active product recommendation behaviour of individuals is affected. Through analysis of the questionnaire results, we have found that good community reciprocity and community homogeneity lead to a greater sense of community belonging and receptivity, and community receptivity and a sense of community belonging are key mediators thus ultimately making a positive impact on active product recommendation behaviour. Finally, we have discussed the impact of the theoretical and practical implications.
