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Stickiness of Commercial Virtual Communities

Author

Listed:
  • Walczuch, Rita
  • Verkuijlen, Marcel
  • Geus, Bas
  • Ronnen, Ursela

    (MERIT)

Abstract

The 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.

Suggested Citation

  • Walczuch, Rita & Verkuijlen, Marcel & Geus, Bas & Ronnen, Ursela, 2001. "Stickiness of Commercial Virtual Communities," Research Memorandum 021, Maastricht University, Maastricht Economic Research Institute on Innovation and Technology (MERIT).
    • Handle: RePEc:unm:umamer:2001021
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    File URL: https://unu-merit.nl/publications/rmpdf/2001/rm2001-021.pdf
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    Cited by:

    1. Mu Xia & Yun Huang & Wenjing Duan & Andrew B. Whinston, 2012. "Research Note ---To Continue Sharing or Not to Continue Sharing? An Empirical Analysis of User Decision in Peer-to-Peer Sharing Networks," Information Systems Research, INFORMS, vol. 23(1), pages 247-259, March.
    2. Chan, Kimmy Wa & Li, Stella Yiyan & Zhu, John Jianjun, 2015. "Fostering Customer Ideation in Crowdsourcing Community: The Role of Peer-to-peer and Peer-to-firm Interactions," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 42-62.

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    Keywords

    economics of technology ;

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