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題名 Positive and negative aspects of online community cultivation: Implications for online stores’ relationship management
作者 白佩玉
Pai,Pei-Yu
貢獻者 企管系
關鍵詞 Consumer power; Community identification; Community participation; Loyalty; Relationship investments
日期 2012.03
上傳時間 20-Nov-2013 17:41:57 (UTC+8)
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.
關聯 Information & Management, 49(2), 111-117
資料類型 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-Yuen_US
dc.date (日期) 2012.03en_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), 111-117en_US
dc.subject (關鍵詞) Consumer power; Community identification; Community participation; Loyalty; Relationship investmentsen_US
dc.title (題名) Positive and negative aspects of online community cultivation: Implications for online stores’ relationship managementen_US
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1016/j.im.2011.11.002en_US
dc.doi.uri (DOI) http://dx.doi.org/http://dx.doi.org/10.1016/j.im.2011.11.002en_US