The Role of Virtual Communities as Shopping Reference Groups
Iryna Pentina, V. Prybutok, Xiaoni Zhang
Journal of Electronic Commerce Research, vol. 9, pp. 114
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This research examines how online communities function as reference groups that influence shopping decisions. Members of virtual communities rely on fellow members' product recommendations similarly to how they rely on advice from friends and family. The strength of this influence depends on perceived expertise and trust within the community. These findings highlight the important role that online communities play in shaping consumer behavior in e-commerce environments.
Key Findings
- Virtual communities serve as influential reference groups that shape consumer purchasing decisions
- Community member expertise and trustworthiness significantly affect the persuasiveness of product recommendations
- Social identification with the virtual community enhances the influence of community recommendations
- Virtual community influence operates through both informational and normative mechanisms
Направления исследований
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