Influencing customer's purchase intentions through firm participation in online consumer communities

被引：12

作者：

Albert, Leslie Jordan ^{[1
,2
]}

Aggarwal, Nitin ^{[1
,2
]}

Hill, Timothy R. ^{[1
,2
]}

机构：

[1] San Jose State Univ, Lucas Coll, San Jose, CA 95192 USA

[2] San Jose State Univ, Grad Sch Business, San Jose, CA 95192 USA

来源：

ELECTRONIC MARKETS | 2014年 / 24卷 / 04期

关键词：

Forums; Online communities; Boundary spanning; Web; 2.0; Social marketing; BOUNDARY-SPANNING BEHAVIOR; WORD-OF-MOUTH; SERVICE QUALITY; BRAND COMMUNITIES; MULTIPLE-ITEM; CONSEQUENCES; ANTECEDENTS; REVIEWS; IDENTIFICATION; SATISFACTION;

D O I：

10.1007/s12525-014-0169-3

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Today, many firms are striving to enhance customers' purchase intentions by leveraging online consumer communities but a better understanding of the underlying phenomena is needed to guide their efforts most effectively. In this study we analyse how three hotel firms engage potential customers through FlyerTalk, an online consumer community of frequent travellers (FlyerTalk.com). Our results suggest that for some firms, the frequency and perceived value of their participation are two important factors that can potentially be managed toward positive purchasing intention effects.

引用

页码：285 / 295

页数：11

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