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Managing customer experiences in online product communities

机译：管理在线产品社区中的客户体验

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摘要

Many companies have established online product communities or forums as a vehicle to extend product support services to their customers. Customers' interactions in such online forums with peer customers and vendor representatives resolve their product-related queries as well as inform on their product purchase decisions. Despite the significance of such interactions, there has been limited theoretical attention so far on how companies can manage customer experiences in online product communities. Drawing on theories and concepts from diverse areas including computer-mediated communication, consumer psychology, and online communities, this study proposes a four dimensional construct - Online Community Experience (OCE) - to capture customer experiences in such online product communities, and examines its impact on customer attitudes regarding the product, the company, and the quality of service. Data collected from customers in online product forums offered by four companies is used to test the study hypotheses. Implications for research on online consumer behavior and marketing are discussed.
机译：许多公司已经建立了在线产品社区或论坛，作为将产品支持服务扩展到其客户的工具。客户在此类在线论坛中与同行客户和供应商代表的互动解决了他们与产品有关的查询，并告知了他们的产品购买决定。尽管此类交互非常重要，但迄今为止，公司如何管理在线产品社区中的客户体验的理论关注仍然有限。这项研究借鉴了包括计算机介导的沟通，消费者心理和在线社区在内的各个领域的理论和概念，提出了一个四维结构-在线社区体验（OCE）-来捕获此类在线产品社区中的客户体验，并研究其影响客户对产品，公司和服务质量的态度。由四家公司提供的在线产品论坛中的客户收集的数据用于检验研究假设。讨论了有关在线消费者行为和营销研究的意义。

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