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Consumer's Participation Model in Virtual Communities

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  • Zohreh Dehdashti Shahrokh

    (Department of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran)

  • Pedram Behyar

    (Department of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran)

Abstract

Virtual communities are very impressive in the activities associated with the business using facilities provided on the Web and broad access to consumers. More access to users also helps virtual communities to be leading in attracting more users in competition with the other virtual communities. In this regard, providing the model of consumers' participation in virtual communities can be effective in the competitive environment from the cognitive aspects of consumer behavior. The aim of this study is to design consumers' participation model in virtual communities. The mixed method is selected as the research method and in the qualitative section, semi-structured interviews were conducted among the panel of experts; after analyzing the results using the content analysis, the designed model was finally tested. The results showed that in addition to personal and social factors and the services offered by the website, the other factors such as attitudes and we-intentions have also significant impact on the consumers' participation.

Suggested Citation

  • Zohreh Dehdashti Shahrokh & Pedram Behyar, 2017. "Consumer's Participation Model in Virtual Communities," International Journal of E-Business Research (IJEBR), IGI Global, vol. 13(4), pages 15-36, October.
    • Handle: RePEc:igg:jebr00:v:13:y:2017:i:4:p:15-36
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