کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017834 940318 2014 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Influence of virtual communities in purchasing decisions: The participants' perspective
ترجمه فارسی عنوان
تأثیر جوامع مجازی در تصمیم گیری های خرید: دیدگاه شرکت کنندگان
کلمات کلیدی
جوامع مجازی، نفوذ گروه، کلمه ای از دهان آنلاین، رهبران نظر
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

This study intended to fill some gaps in knowledge about virtual communities and their influence on consumers' purchasing decisions. A Brazilian Orkut community, whose central theme is preparing for wedding ceremonies, was investigated to reveal relationships among members and group influences on purchasing decisions. Twenty-one interviews were conducted by telephone. Results unveil a basic code of conduct, suggesting that the community can also act as a normative reference group, with strong identification among participants. Although the central interest – the wedding ceremony and party – could be considered as episodic, many members actively stay in the community after being married, just to help others. Group leaders seemed to be active participants, those with more experience with products related to the group's interests, or those perceived as having refined tastes. There was evidence that purchasing intentions and behavior can be altered as a result of interactions among members.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 67, Issue 5, May 2014, Pages 882–890
نویسندگان
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