期刊
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
卷 21, 期 3, 页码 241-263出版社
ELSEVIER
DOI: 10.1016/j.ijresmar.2003.12.004
关键词
virtual communities; Internet marketing; consumer behavior; electronic commerce; We-intentions
类别
We investigate two key group-level determinants of virtual community participation-group norms and social identity-and consider their motivational antecedents and mediators. We also introduce a marketing-relevant typology to conceptualize virtual communities, based on the distinction between network-based and small-group-based virtual communities. Our survey-based study, which was conducted across a broad range of virtual communities, supports the proposed model and finds further that virtual community type moderates consumers' reasons for participating, as well as the strengths of their impact on group norms and social identity. We conclude with a consideration of managerial and research implications of the findings. (C) 2004 Elsevier B.V. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据