Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/5997
DC FieldValueLanguage
dc.contributorDepartment of Management and Marketing-
dc.creatorChan, KW-
dc.creatorLi, SY-
dc.date.accessioned2014-12-11T08:23:36Z-
dc.date.available2014-12-11T08:23:36Z-
dc.identifier.issn0148-2963-
dc.identifier.urihttp://hdl.handle.net/10397/5997-
dc.language.isoenen_US
dc.publisherElsevieren_US
dc.rights© 2009 Elsevier Inc. All rights reserved.en_US
dc.rightsNOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, vol. 63, no. 9-10 (Sep. - Oct. 2010), DOI: 10.1016/j.jbusres.2008.08.009en_US
dc.subjectVirtual communityen_US
dc.subjectReciprocityen_US
dc.subjectResource exchange theoryen_US
dc.subjectInteractivityen_US
dc.subjectStructural routeen_US
dc.subjectExperiential routeen_US
dc.titleUnderstanding consumer-to-consumer interactions in virtual communities : the salience of reciprocityen_US
dc.typeJournal/Magazine Articleen_US
dc.identifier.spage1033-
dc.identifier.epage1040-
dc.identifier.volume63-
dc.identifier.issue9-10-
dc.identifier.doi10.1016/j.jbusres.2008.08.009-
dcterms.abstractVirtual 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.-
dcterms.bibliographicCitationJournal of business research, Sept. - Oct. 2010, v. 63, no. 9-10, p. 1033-1040-
dcterms.isPartOfJournal of business research-
dcterms.issued2010-09-
dc.identifier.isiWOS:000281413800018-
dc.identifier.scopus2-s2.0-77955277743-
dc.identifier.eissn1873-7978-
dc.identifier.rosgroupidr52063-
dc.description.ros2010-2011 > Academic research: refereed > Publication in refereed journal-
dc.description.oapreprint_postprint-
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