Converting Virtual Community Members Into Online Buyers
نویسندگان
چکیده
Although many online vendors have sponsored virtual communities (VCs) in the hope of reaping commercial benefits from it, not many have been successful in reaping commercial benefits from their VC. Online vendors can benefit greatly from having a VC, if the VC members can be converted into online buyers. This study examines the conversion of a VC member into an online buyer. Using a classical-conditioning approach, this study finds that members' committed participation in the VC is the springboard for online vendors to convert VC members into online buyers.
منابع مشابه
Converting Virtual Community Members Into Online Purchase Customers
While virtual communities (VCs) have been used mainly for information sharing and social networking, little is known as to how online vendors can derive benefits from them in practice. VCs are particularly successful in attracting and retaining members. Online vendors have attempted to capitalize on this characteristic of a virtual community (VC) for obtaining numerous commercial benefits, such...
متن کاملFrom virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers' purchase intention
In China, major C2C websites are focusing on increasing their customer bases by converting members of their virtual communities (VCs) into C2C buyers and sellers. This phenomenon is called e-commerce based on social networks (ENS). The current research analyzes what factors affect trust building among VC members and how this trust influences the trust in the C2C website or vendor. We propose an...
متن کاملBuilding Buyers' Long-Term Relationships with the B2B E-Marketplace: the Perspective of Social Capital
The popularity of the Internet has created the growth of B2B e-marketplaces. In spite of the many advantages of B2B e-marketplaces, a majority of buyers are still reluctant to maintain a long-term relationship with B2B e-marketplaces. In order to overcome this problem, we apply social capital theory to propose a research framework for understanding how virtual community play an important role i...
متن کاملThe Economic Impact of User-Generated and Firm-Published Online Content: Directions for Advancing the Frontiers in Electronic Commerce Research
An important use of the Internet today is in providing a platform for consumers to disseminate information about products they transact with as well as about themselves. Indeed, through the use of Web 2.0 tools like blogs and opinion forums, a large amount of content is being generated by users in the online world. Consequently, we have seen online markets develop into social shopping channels,...
متن کاملOnline Community and Democracy
The debate over the contribution of the Internet to democracy is farfrom settled. Some point to the empowering effects of online discussionand fund raising on recent electoral campaigns in the US to argue thatthe Internet will restore the public sphere. Others claim that the Internetis just a virtual mall, a final extension of global capitalism into everycorner of our lives. This paper argues f...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید
ثبت ناماگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید
ورودعنوان ژورنال:
- Cyberpsychology, behavior and social networking
دوره 13 5 شماره
صفحات -
تاریخ انتشار 2010