Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior
- سال انتشار: 1393
- محل انتشار: فصلنامه مدیریت فناوری اطلاعات، دوره: 6، شماره: 3
- کد COI اختصاصی: JR_JITM-6-3_005
- زبان مقاله: انگلیسی
- تعداد مشاهده: 361
نویسندگان
چکیده
In recent years, virtual communities have been significantly popular and almost all of them are targeted for business profitability. In our study, the profitability of these communities for businesses has been analyzed from a commercial perspective. The study considers virtual community as a business model which can have a great impact on consumer purchase decision process. With respect to reference groups and word-of-mouth recommendations in virtual communities, contributing factors have been detected and a model of impacts and relationships between these factors has been presented. Hypotheses of the mentioned model are evaluated by making use of a questionnaire completed by ۱۱۰ members of virtual communities. Using AMOS program and path analysis method, statistical analysis of received responses showed that factors such as virtual community's information quality, trust between people, sense of belonging, virtual community members’ perceived benefit and members’ permeability are effective to different degrees, and there is no significant relationship between social identity of members and their permeability.کلیدواژه ها
Buying Behavior of Customer, Electronic Business, Information quality, Virtual Communityاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.