政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/61726

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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/61726

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题名:	Positive and negative aspects of online community cultivation: Implications for online stores’ relationship management
作者:	白佩玉 Pai,Pei-Yu
贡献者:	企管系
关键词:	Consumer power;Community identification;Community participation;Loyalty;Relationship investments
日期:	2012.03
上传时间:	2013-11-20 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
数据类型:	article
DOI 連結:	http://dx.doi.org/http://dx.doi.org/10.1016/j.im.2011.11.002
DOI:	10.1016/j.im.2011.11.002
显示于类别:	[企業管理學系] 期刊論文

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