Stickiness of Commercial Virtual Communities
AbstractThe recent merging of the electronic market arena has enabled the creation of new environments in which consumers can interact with each other online – Commercial Virtual Communities (CVC). The strategic question facing internet businesses today is what are the components of the glue that makes consumers stay and return to websites in general and to CVCs in particular, i.e. how can one increase the stickiness of a CVC? This paper provides an insight into the nature of CVCs and the factors that drive their stickiness. The resulting framework is evaluated with the help of a survey among CVC experts. The results of the survey are presented.
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Bibliographic InfoPaper provided by Maastricht : MERIT, Maastricht Economic Research Institute on Innovation and Technology in its series Research Memoranda with number 021.
Date of creation: 2001
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Web page: http://www.maastrichtuniversity.nl/web/UMPublications.htm
economics of technology ;
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