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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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    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: 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
    資料類型: 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
    顯示於類別:[企業管理學系] 期刊論文

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