Toward a Classification System of Relational Activity in Consumer Electronic Communities: The Moderators’ Tale
Toward a Classification System of Relational Activity in Consumer Electronic Communities: The Moderators’ Tale
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消费电子社区关系活动的分类系统：版主的故事
DOI：
10.1080/15332660903552238
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发表时间：
2010
影响因子：
--
通讯作者：
M. Shapiro
中科院分区：
文献类型：
--
作者：
Neil Hair;Moira Clark;M. Shapiro
越来越多的消费者转向电子社区作为一种表达形式，使营销人员有机会了解和沟通的消费者在专业领域。电子社区的性质和表现存在巨大差异，使选择社区变得困难。本文提出了一个分类系统的基础上，深入的个人结构采访专家从欧洲领先的主持组织。它报告的经验结果的10个不同的功能，跨社区的关系活动：讨论的内容，多样性，频率，互动的质量，承诺的水平，人际关系的看法，互惠和互补性，权力和冲突，自我披露，并在社区关系的满意度。
Increasingly, consumers are turning toward electronic community as a form of expression, giving marketers the opportunity to understand and communicate with consumers in specialist fields. Vast differences exist in the nature and performance of electronic communities, making selecting a community difficult. This article proposes a classification system based on in-depth personal construct interviews with experts from a leading European moderating organization. It reports on the empirical results of 10 differentiating features of relational activity across communities: content of discussions, diversity, frequency, quality of interaction, levels of commitment, interpersonal perceptions, reciprocity and complementarity, power and conflict, self-disclosure, and levels of satisfaction reported in community relationships.