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| Title | Positive and negative aspects of online community cultivation: Implications for online stores’ relationship management |
| Creator | 白佩玉 Pai,Pei-Yu |
| Contributor | 企管系 |
| Key Words | Consumer power; Community identification; Community participation; Loyalty; Relationship investments |
| Date | 2012.03 |
| Date Issued | 20-Nov-2013 17:41:57 (UTC+8) |
| Summary | We investigated how online community building might affect the development of relationships with customers of online stores. Adopting social identification and relationship marketing perspectives, we examined the positive and negative aspects of online community cultivation and tested the meditating mechanisms involved in member participation processes. A survey-based study, conducted with 913 online consumers, revealed that community interaction can lead to consumer power through community identification and relationship investments. Furthermore, we found that perceived e-tailer support negatively affected the relationship between identification and consumer power. We concluded with a discussion of the key managerial and research implications of our findings. |
| Relation | Information & Management, 49(2), 111-117 |
| Type | article |
| DOI | http://dx.doi.org/http://dx.doi.org/10.1016/j.im.2011.11.002 |
| dc.contributor | 企管系 | en_US |
| dc.creator (作者) | 白佩玉 | zh_TW |
| dc.creator (作者) | Pai,Pei-Yu | en_US |
| dc.date (日期) | 2012.03 | en_US |
| dc.date.accessioned | 20-Nov-2013 17:41:57 (UTC+8) | - |
| dc.date.available | 20-Nov-2013 17:41:57 (UTC+8) | - |
| dc.date.issued (上傳時間) | 20-Nov-2013 17:41:57 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/61726 | - |
| dc.description.abstract (摘要) | We investigated how online community building might affect the development of relationships with customers of online stores. Adopting social identification and relationship marketing perspectives, we examined the positive and negative aspects of online community cultivation and tested the meditating mechanisms involved in member participation processes. A survey-based study, conducted with 913 online consumers, revealed that community interaction can lead to consumer power through community identification and relationship investments. Furthermore, we found that perceived e-tailer support negatively affected the relationship between identification and consumer power. We concluded with a discussion of the key managerial and research implications of our findings. | en_US |
| dc.format.extent | 331167 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Information & Management, 49(2), 111-117 | en_US |
| dc.subject (關鍵詞) | Consumer power; Community identification; Community participation; Loyalty; Relationship investments | en_US |
| dc.title (題名) | Positive and negative aspects of online community cultivation: Implications for online stores’ relationship management | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1016/j.im.2011.11.002 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/http://dx.doi.org/10.1016/j.im.2011.11.002 | en_US |