عنوان انگلیسی مقاله:

The influence of C2C communications in online brand communities on customer purchase behavior

ترجمه عنوان مقاله: تأثیر ارتباطات C2C در جوامع برند آنلاین بر رفتار خرید مشتری

رشته: مدیریت بازاریابی

سال انتشار: 2010

تعداد صفحات مقاله انگلیسی: 20 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Increasingly, consumers use the internet as a vehicle for pre-purchase information gathering. While technical specifications and potentially biased selling points can be gleaned from corporate web sites, online brand communities are becoming essential conduits for the customer-to-customer (C2C) sharing of product information and experiences. This study develops and tests a model of online C2C communications in developing desirable online brand community outcomes. Two studies were used to test the model. In Study 1, a netnography technique was employed and conversations between brand community members were coded and combined with survey data to test the research model. In Study 2 an experiment was conducted to further test the sequence of events in our base model. Our findings show that online brand communities are effective tools for influencing sales, regardless of whether these communities reside on company-owned or independently-owned websites. In addition, we demonstrate interesting asymmetrical effects, whereby the positive information shared by community members has a stronger moderating influence on purchase behavior than negative information. Further, we find that online brand communities are effective customer retention tools for retaining both experienced and novice customers. These findings highlight the need for all firms to carefully consider their online community strategies.

Keywords: Customer-to-customer communication Online brand communities Information exchange

مقدمه مقاله

Online brand communities (OBC) are effective vehicles for allowing consumers to communicate with each other. Such communities enhance a firm ’s ability to understand its customers by allowing the monitoring of information exchanged (Kozinets 2007; Williams and Cothrel 2000) and have been proposed to lead to customer loyalty (Hagel and Armstrong 1997; Thompson and Sinha 2008). Due to the importance of brand communities, researchers haveexamined a number of issues in an attempt to understand them. Much of this research has shown that identification with OBCs leads to positive consequences (Algesheimer et al. 2005; Thompson and Sinha2008), produces transformative experiences in members (Muniz and Schau 2005), and helps re-launch retro-brands (Brown et al.2003). In addition, Bhattacharya and Sen (2003) observe that the consumer-company identification often enhanced by OBCs is the basic psychological foundation for marketing relationships.

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