Virtual communities: A marketing perspective

被引：332

作者：

de Valck, Kristine ^{[1
]}

van Bruggen, Gerrit H. ^{[2
]}

Wierenga, Berend ^{[2
]}

机构：

[1] HEC, Sch Management, Paris, France

[2] Erasmus Univ, Rotterdam Sch Management, NL-3000 DR Rotterdam, Netherlands

来源：

DECISION SUPPORT SYSTEMS | 2009年 / 47卷 / 03期

关键词：

Consumer decision process; Interpersonal influence; Marketing; Netnography; Virtual communities of consumption; Virtual community members; Virtual community participation; Word-of-mouth;

D O I：

10.1016/j.dss.2009.02.008

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. Consequently, 'word-of-mouse' has become a significant market force that influences consumer decision-making. On the basis of extensive quantitative and qualitative research. the authors sketch how consumers make use of virtual communities as social and information networks. and how this affects their decision-making processes. We present three studies that address (i) determinants and effects of virtual community influence on the consumer decision process; (ii) virtual community participation patterns: and (iii) discussion practices of the most active community members. Key implications for managers, marketers, and market researchers are discussed. (C) 2009 Elsevier B.V. All rights reserved.

引用

页码：185 / 203

页数：19