Finding critical success factors for virtual community marketing

Previous studies have identified critical success factors related to using virtual communities as a marketing channel. These studies have followed two research trends that connect the virtual community to actual purchasing. One is finding relationships between the operational elements of a virtual community and members’ intent to purchase and the other is finding relationships between characteristics of virtual community members and their intent to purchase. The model for this study reflects both trends. In addition, the model reflects research related to factors of customer satisfaction and the measurement of marketing success in terms of sense of community and loyalty. Conclusions from this research have been verified empirically with survey data collected from 292 virtual community members representing nine profit-oriented virtual communities. This study confirms that operational elements of a virtual community and characteristics of virtual community members affect the success of virtual community marketing. It is also confirmed that perceptions of usefulness, trust, and commitment toward the virtual community are important intervening effects. However, not all factors studied in the model were found to be significant in relationship to successful virtual community marketing. The analysis of the results from this study should be helpful to practitioners who use virtual communities as a marketing channel.     

中国企业渠道联盟关系影响因素研究

Channel alliance is regarded as the most advanced form of channel relationships. The extant literature mainly focuses on commitment, trust, communication and cooperation as influencing factors of channel alliance relationship. This paper empirically explores influencing factors of channel alliance relationship in Chinese enterprises, and their respective degrees of influence, particularly those of personal relationship and government administrative factors. Research hypotheses were tasted based on a survey of automobile vendors and dealers. Three most important influencing factors were identified “commitment and trust”, “communication and cooperation”, and “returns”. __________ Translated from Nankai Guanli Pinglun 南开管理评论 (Nankai Business Review), 2006, 6(1): 42–48     

Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity

Virtual communities (VCs) represent popular social environments in which people interact by exchanging resources such as information, ideas, and advice about their common interests. Existing research lacks an explication of why people help others in VCs and how such voluntary behaviors drive subsequent attitudes (VC commitment) and behavioral intentions (online co-shopping). This article adopts resource exchange theory to examine how two routes of interactivity (structural vs. experiential) influence reciprocity and affect commitment and co-shopping. Using a netnography study and an online survey, the authors confirm the significant effects of structural and experiential routes of interactivity on reciprocity. Reciprocity has critical effects on social system maintenance by enhancing commitment to the community and intention to co-shop. The results also identify partially mediated relationships among various variables, which suggest that the effects of the experiential route on VC commitment and co-shopping operate partly through reciprocity.     

Influence of virtual communities in purchasing decisions: The participants' perspective

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.     

江苏生产性服务业集聚的影响因素研究

本文计算了2003年-2010年江苏地区生产性服务业的区位商值,构建了生产性服务业集聚影响因素的指标体系,并运用stata 11.0软件对生产性服务业集聚的影响因素进行了面板数据的实证分析。研究表明,经济增长、第三产业结构、人力资源以及交通基础设施这几个因素对生产性服务业的集聚有明显推动效应,政府规模对生产性服务业集聚有明显的"挤出"效应,而固定资产投资总额、工业产值、城市规模、通讯技术等指标对江苏生产性服务业集聚没有明显影响。     

Transforming visitors into members in online brand communities: Evidence from China

Using observational learning theory, this study investigates how simply viewing posts can affect visitors' intentions to join an online brand community. The study finds that the viewing of posts leads to informational value and perceived social value, which in turn increases visitors' intentions to participate in the community. For visitors with brand ownership, both informational value and perceived social value play full mediating roles; for visitors without brand ownership, both values play partial mediating roles. In addition, for visitors with brand ownership, informational value is just as important as perceived social value in shaping their participation intentions; for those without brand ownership, perceived social value is more important than informational value. The findings enrich the brand community literature and provide implications for brand community development.     

Tips in business transaction: A moral issue

Has one the right to expect favor because he or she has given tip? Or is one obligated to bend the rule of law in favor of his friend from whom he has received tip or favor? The paper undertakes an analysis of the different tip situations, the different forms of tip and attempts to show in what sense the term tip is applicable and finally examines the usefulness of tip and its possible effect on a moral conscience. The paper argues that tip considered as a transaction wherein money or favor is offered for the purpose of gaining an advantage illegally is nothing but bribery and as such immoral. Tip as a “forced gratuity” is argued to be an organized exploitation. The paper then concludes that tip in its proper sense of voluntary and gratuitous transaction can maximize individual utility and enhance social solidarity, noting at the same time, that its possible adverse effect on the moral conscience is worth taking cognizance of.     

虚拟社区消费生活形态量表及特征研究

文章从两个BBS社区抽取610个研究样本,通过构建虚拟社区生活形态量表来考察虚拟社区的网上消费生活形态特征。实证研究发现BBs社区成员由三类群体构成：消费咨询导向型、混合型和社交活跃导向型。尽管这三类消费群的虚拟社区生活形态迥然不同,但男性和女性在虚拟社区中的消费生活形态并没有显著差异,不同年龄的成员消费生活形态也没有显著差异。根据研究结果,文章最后为企业的网络营销管理实践工作提供了若干建议。     

Crime,community social capital and entrepreneurship: Evidence from Australian communities

Crime is an anti-social blight on communities that increases the cost of doing business, including for entrepreneurs. Drawing on Australian longitudinal data, this study examines the links between crime rates and the propensity for entrepreneurship within communities. We do so by matching propensity for entrepreneurship with types of crime found at the community level where crime occurs. We find that higher total crime rates, crimes against the person and property crime, significantly lower the propensity for entrepreneurship in communities. We also show that the core facets of community social capital – trust, membership in voluntary organizations and support and cooperation – mediate this relationship.Executive summaryWe comprehensively examine whether higher community crime rates – crime on people and crime on property – cause lower rates of entrepreneurship. Entrepreneurship research extensively examines how gaining social capital, defined as the social resources one gains within one's community, promotes entrepreneurship. This study considers whether a pervasive community dynamic in crime impedes entrepreneurship. Specifically, we show that the two main kinds of crime – people and property – inhibit entrepreneurship.We show the facets of community social capital that mediate the relationship between crime and entrepreneurship. We inform the role of community-based social capital in promoting entrepreneurship (Kwon et al., 2013) by considering how higher crime lowers social capital and in turn entrepreneurship. We show that core facets of relational social capital – trust, voluntary membership in community bodies, support, and cooperation – mediate the relationship between crime and entrepreneurship. Likewise, communities with more robust reserves of social capital are better able to withstand crime and promote entrepreneurship.Examining the link between crime and entrepreneurship allows us to contribute to the literature on entrepreneurship and social capital. We discuss the various ways in which crime diminishes social capital to shape entrepreneurship. In our framework that is predicated on theory on community social capital, crime creates distrust because it causes citizens to be wearier and more suspicious of each other, impeding sharing of ideas and knowledge for ventures. Crime impedes the efficacy and membership of community-based organizations that allow entrepreneurs to network. Crime reduces the support available for founders to start and sustain businesses in focal communities, as individuals seek opportunities and resources outside their communities. Crime diminishes the extent to which people take pride in and identify with their communities, as evidenced by voluntary membership in community organizations. Crime reduces collaboration because it leads to self-protective behaviors, including flight from high-crime communities, that hinder norms of reciprocity. Crime reduces cooperation as criminals are more likely to resort to coercion, as enforced by monitoring and violence, to solve business problems.Findings rely on a comprehensive database of crime rates across Australian postcodes. Crime is typically a localized phenomenon – it affects business outcomes in local communities. We obtain community-level crime rates from each Australian state and territory police force or relevant government agencies and match these data with entrepreneurship rates by postcode. Our primary identification strategy follows Dustmann and Fasani (2016), who estimate the effect of local area crime on mental health in the United Kingdom (UK). This identification strategy removes the effects of residential sorting and correlates crime with time-varying unobserved entrepreneurship determinants if there is no endogenous migration from local crime. The main findings are robust to instrumenting for local area crime to which movers are exposed and for historical abortion rates in the state or territory where the individual lives, as well as a number of other approaches to obtaining causal inference.The article holds considerable practical relevance for policymakers seeking to promote community entrepreneurship. Our study is highly relevant to community leaders and policymakers working to boost local entrepreneurship. Findings strongly suggest that efforts to reduce crime are a primary mechanism to protect social capital within communities and, therefore, entrepreneurship. Policy initiatives dedicated to creating and expanding social ventures would a) boost entrepreneurship and social capital and b) mitigate the detrimental effects of crime on entrepreneurship (Wry and York, 2017).     

用户生成内容(UGC)与虚拟社区的经济价值

虚拟社区这一概念已经出现了几十年,近年来学界对其经济价值的探讨正成为研究这一领域的热点话题。从研究文献来看,虚拟社区所聚集的用户生成内容（UsersGenerateContent）被认为是实现其经济价值的关键所在。从根本上来理解,虚拟社区的经济价值来源于伴随社区成员互动而进行的信息传播活动。本文尝试从这一角度出发,以虚拟社区信息传播环境、促使社区用户互动与知识共享的因素等问题为基础,以虚拟社区的经济价值为落脚点,对已有的学术文献加以综述。希望能为以后的研究提供参考和帮助。     

Uncovering evidence on community-based injury prevention: A review of programme effectiveness and factors influencing effectiveness

This study examines systematic reviews of community-based injury prevention programmes to obtain an overview of the evidence base on the effectiveness of these programmes and to analyse how effectiveness is measured and the extent to which factors contributing to achieving programme effectiveness are examined in these reviews. Thirteen systematic reviews were found, encompassing a total of 121 programmes. The results reinforced the well-documented point that the evidence regarding the effectiveness of community-based injury prevention programmes is inconsistent. Some of the programmes targeting specific injury categories, e.g. specific injury types and/or age groups, were successful, whilst more broadly targeted programmes demonstrated less convincing results. Effectiveness was predominantly measured as injury rate reductions. Only one of the reviews identified contextual factors that could have impacted on programme effectiveness. To advance the field, researchers and systematic reviews need to include evidence on factors that may explain how the effects were achieved.     

Influence of community design on user behaviors in online communities

While the question of how community design influences user behavior in online communities has recently attracted considerable research, few studies have empirically evaluated the influencing factors of specific user behavior. Building on a conceptual framework of identity-based vs. bond-based attachment in online communities, this study evaluates the influence of several antecedents on user attachment as well as attachment's mediating role for explaining consumer behavior. Results of a survey reveal that network effects, intergroup comparison, and social categorization have a positive and significant effect on common identity attachment, whereas this is not the case with in-group interdependence. Conversely, collectivism, interpersonal similarity, and social interaction drive common bond attachment, while personal information has no effect. Most importantly, the results show that common identity attachment is the primary driver of user behavior in online communities.     

Early internationalization: A transaction cost economics and structural embeddedness perspective

This paper develops and tests a framework for the determinants of early internationalization by drawing on transaction cost economics supplemented with structural embeddedness reasoning. We theoretically explore how asset specificity, prior international experience of the management team, and international network contacts impact early internationalization of the firm. Furthermore, we elaborate how early internationalization is related to foreign market performance. Our results show that asset specificity is negatively related to early internationalization, whereas prior international experience of the management team and international network contacts have a positive impact on early internationalization. Furthermore, our results suggest that early internationalizers are more successful in respect to foreign market performance than companies that have internationalized in later years.     

Governance mode for port congestion mitigation: A transaction cost perspective

Transaction cost analysis (TCA) has been applied in a wide range of academic disciplines, including economics, marketing, sociology, organization theory, and business strategy. Literature in maritime transport has had limited exposure to this versatile theoretical framework. This paper aims at developing a conceptual model that describes governance strategies that various players within the maritime sector can adopt to mitigate congestion at ports. A TCA is used to examine port congestion mitigation from a governance perspective. A theoretical analysis conducted for this paper reveals that the three characteristics of TCA – asset specificity, frequency, and uncertainty – prevail in the maritime sector, too. The first two factors, frequency, and uncertainty, contribute to port congestion, while the third factor, asset specificity, exists because to release port congestion, some players ought to make a specific investment. We use TCA to discuss the circumstances under which governance modes such as bilateral governance and vertical integration should be used to avoid congestion and other kinds of transaction costs associated with these three attributes in the maritime sector. In this study, we suggested several testable propositions to identify the mode of governance that should be selected by stakeholders to mitigate port congestion and to protect specific investments made to release congestion at ports. This line of analysis will certainly provide all the stakeholders engaged (particularly, a public policymaker) useful insight into understanding congestion from a governance perspective.     

Trust during retail encounters: A touchy proposition

Adopting an interpersonal communication perspective, this study examines the propositions that a salesperson's touch increases trust, which increases product evaluations and purchase intention. These relationships are evaluated in a contact and non-contact culture, with need for touch (NFT) examined as an additional moderator. An exploratory series of in-depth interviews provides an initial understanding of these relationships, followed by a 2 (touch/no touch condition) × 2 (consumers in France/Germany) experiment with wine serving as the example category. The findings indicate that touch does not uniformly instill trust in customers. Instead a salesperson's touch relates to greater trust only when consumers have an inherent NFT or when they are from a culture where personal touching behavior is less prevalent. Trust, in turn, relates positively to evaluations of product attractiveness, quality, and to purchase intention.     

Individual knowledge sharing behavior in dynamic virtual communities: the perspectives of network effects and status competition

Purpose

While most literature concerning knowledge sharing examines it as an organizational method for innovation and value creation, this paper considers online knowledge sharing as an individual behavior decision embedded in a virtual community. We attempt to explore which sharing behavior can help individual participants gain a better position in an online community, improving social status, reputation, and other social networking interests.

Design/methodology/approach

We collected and measured the knowledge sharing activities and discussion from a Chinese online expertise knowledge network in Business Management Consulting. We tested the mediating effects of the sharing behavior of the major members of the online knowledge network on members’ status (network centrality) in different time units (days).

Findings

In a dynamic virtual community, the direct result of knowledge sharing behavior is reflected in the individual status position (the degree of node centrality). At the same time, individual knowledge sharing behavior has an “inertia effect”: individual prior status (the degree of node centrality) affects current knowledge sharing behavior, while current knowledge sharing behavior affects current status in the knowledge network, forming an inertial circuit between personal behavior and network status.

Originality/value

We expound the theory of individual knowledge sharing in the context of an inter-person dynamic virtual community; we provide action “strategies” for individual knowledge sharing behavior choice, for better understanding the nature of individual knowledge behavior, and we also propose and test the “inertia effect” of knowledge sharing behavior and the knowledge network, and demonstrate the theory of network effects from an individual perspective.

     

Exploring the factors influencing the negotiation process in cross-border M&A

This research study provides an empirical examination of the impact of national cultural distance, organizational cultural differences, communication, and planned employee retention on the effectiveness of negotiation process in the cross-border mergers & acquisitions (M&As). We developed and tested a conceptual framework of negotiation process in order to provide a framework for analysis of the key components of the negotiation process in the cross border M&A. The findings indicate that communication positively influence antecedent and concurrent phase of negotiation process. In addition, national cultural distance and organizational cultural differences negatively influence the effectiveness of concurrent phase. We also found that national cultural distance moderates the relationship between communication and effectiveness of concurrent phase of the negotiation process, as such that the positive effect of communication is lower when national cultural distance is higher. Furthermore, we found that planned employee retention positively affect the effectiveness of concurrent phase. Finally, the effectiveness of concurrent phase positively influence the effectiveness of consequent phase i.e. M&A agreement. The contribution of this study lies in providing new insights on negotiation-associated factors for incumbent executives, in order to enable them to better plan and implement cross-border mergers and acquisition deals.     

当前影响船舶市场诸多因素分析

国际宏观经济 可以用以下几个特征来概括九月份及十月初的国际宏观经济状况. 油价继续高涨 由于墨西哥湾地区遭受"伊万"飓风的影响,原油供应仍未恢复正常,市场对美国国内原油库存能否满足冬季用油需求更加担心,纽约市场原油期货价在10月7日一度突破53美元.油价的不断上涨,也增添了人们对于未来经济增长的忧虑,权威机构纷纷下调世界经济增长率,我国也无法独善其身,无疑,我国经济可能受到巨大的影响.     

新农村基础设施建设的影响因素分析

建设社会主义新农村是一个长期艰巨的过程,在这个过程中,农村基础设施建设对于新农村经济社会的全面发展至关重要.文中分析了农村基础设施建设的影响因素,认为政府的财政实力、政府引导公众参与的力度、村集体经济的实力以及组织能力、农户自身的经济实力、公共意识以及农村经济基础与社会资本都会对新农村建设中基础设施建设产生影响.