E‐formity: hành vi tuân thủ của người tiêu dùng trong các cộng đồng ảo

Journal of Research in Interactive Marketing - Tập 4 Số 3 - Trang 197-213 - 2010
JungKunPark1, RichardFeinberg2
1College of Technology, University of Houston, Houston, Texas, USA
2Purdue University, West Lafayette, Indiana, USA

Tóm tắt

Mục đíchBài báo nhằm khám phá cấu trúc cả tuân thủ chuẩn mực và thông tin của người tiêu dùng trong một cộng đồng ảo trực tuyến. Mục đích của bài viết này là phát triển và thử nghiệm một mô hình khái niệm về e-formity trong các cộng đồng ảo.Thiết kế/phương pháp/tiếp cậnDữ liệu được thu thập trực tuyến từ những người tiêu dùng thuộc ít nhất một cộng đồng ảo. Tổng cộng có 2.000 khách hàng được chọn từ danh sách các bảng tiêu dùng trực tuyến do một công ty nghiên cứu trực tuyến duy trì. Tổng cộng, 14,8% số người được mời đã trả lời khảo sát và được phân tích bằng mô hình phương trình cấu trúc.Kết quảKết quả từ phân tích cho thấy cả hai khía cạnh của tuân thủ đều khác biệt và có những yếu tố nguyên nhân riêng biệt. Tuân thủ chuẩn mực của người tiêu dùng bị ảnh hưởng bởi các đặc điểm nội tại của người tiêu dùng, trong khi tuân thủ thông tin của người tiêu dùng liên quan đến các đặc điểm của cộng đồng ảo bên ngoài.Giới hạn/Ý nghĩa của nghiên cứuMặc dù bài báo này đã tìm ra bằng chứng cho e-formity, nhưng bản chất và phạm vi đầy đủ của e-formity cần được đặt trong bối cảnh những phát hiện kinh điển của các phiên bản thí nghiệm trong nghiên cứu về tuân thủ. Có những ý nghĩa rộng lớn cho e-formity trong hành vi người tiêu dùng và bán lẻ. Các nhà bán lẻ hoặc nhà sản xuất phải nhận ra rằng các cộng đồng ảo và hành vi e-formity của người tiêu dùng là một nguồn quý giá, có thể hỗ trợ hoặc gây tổn hại đến việc bán và quảng bá sản phẩm của họ.

Từ khóa


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