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首页> 外文期刊>Journal of Business Research >Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity
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Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity

机译：了解虚拟社区中的消费者与消费者互动：互惠的重要性

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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.
机译：虚拟社区（VC）代表了流行的社交环境，人们在其中通过交换有关其共同利益的信息，思想和建议等资源进行互动。现有研究缺乏人们为什么要帮助风投公司中的其他人以及这种自愿行为如何驱动后续态度（风投承诺）和行为意图（在线共同购物）的解释。本文采用资源交换理论来研究交互的两种途径（结构性与体验性）如何影响互惠性并影响承诺和共同购物。使用网络志研究和在线调查，作者确认了交互的结构性和体验性途径对互惠性的重大影响。互惠会通过增强对社区的承诺和共同购物的意愿，对维护社会制度产生重要影响。结果还确定了各种变量之间的部分中介关系，这表明体验路径对VC承诺和共同购物的影响部分是通过互惠而实现的。

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