Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior
In recent years, virtual communities have been significantly popular and almost all of them are targeted for business profitability. In our study, the profitability of these communities for businesses has been analyzed from a commercial perspective. The study considers virtual community as a busines...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2014-09-01
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| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_51473_0294f0b6d1178efe901969c860729ab2.pdf |
| _version_ | 1829138678589423616 |
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| author | Mohammad Fathian Mohammad Hosseini |
| author_facet | Mohammad Fathian Mohammad Hosseini |
| author_sort | Mohammad Fathian |
| collection | DOAJ |
| description | In recent years, virtual communities have been significantly popular and almost all of them are targeted for business profitability. In our study, the profitability of these communities for businesses has been analyzed from a commercial perspective. The study considers virtual community as a business model which can have a great impact on consumer purchase decision process. With respect to reference groups and word-of-mouth recommendations in virtual communities, contributing factors have been detected and a model of impacts and relationships between these factors has been presented. Hypotheses of the mentioned model are evaluated by making use of a questionnaire completed by 110 members of virtual communities. Using AMOS program and path analysis method, statistical analysis of received responses showed that factors such as virtual community's information quality, trust between people, sense of belonging, virtual community members’ perceived benefit and members’ permeability are effective to different degrees, and there is no significant relationship between social identity of members and their permeability. |
| first_indexed | 2024-12-14T19:23:11Z |
| format | Article |
| id | doaj.art-3ac6fc90227a4887addae50319cc90f9 |
| institution | Directory Open Access Journal |
| issn | 2008-5893 2423-5059 |
| language | fas |
| last_indexed | 2024-12-14T19:23:11Z |
| publishDate | 2014-09-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | Journal of Information Technology Management |
| spelling | doaj.art-3ac6fc90227a4887addae50319cc90f92022-12-21T22:50:17ZfasUniversity of TehranJournal of Information Technology Management2008-58932423-50592014-09-016343545410.22059/jitm.2014.5147351473Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying BehaviorMohammad Fathian0Mohammad Hosseini1استاد دانشکدۀ مهندسی صنایع، دانشگاه علم و صنعت ایران، تهران، ایرانمربی گروه فناوری اطلاعات، دانشگاه صنعتی کرمانشاه، کرمانشاه، ایرانIn recent years, virtual communities have been significantly popular and almost all of them are targeted for business profitability. In our study, the profitability of these communities for businesses has been analyzed from a commercial perspective. The study considers virtual community as a business model which can have a great impact on consumer purchase decision process. With respect to reference groups and word-of-mouth recommendations in virtual communities, contributing factors have been detected and a model of impacts and relationships between these factors has been presented. Hypotheses of the mentioned model are evaluated by making use of a questionnaire completed by 110 members of virtual communities. Using AMOS program and path analysis method, statistical analysis of received responses showed that factors such as virtual community's information quality, trust between people, sense of belonging, virtual community members’ perceived benefit and members’ permeability are effective to different degrees, and there is no significant relationship between social identity of members and their permeability.https://jitm.ut.ac.ir/article_51473_0294f0b6d1178efe901969c860729ab2.pdfBuying Behavior of CustomerElectronic BusinessInformation QualityVirtual Community |
| spellingShingle | Mohammad Fathian Mohammad Hosseini Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior Journal of Information Technology Management Buying Behavior of Customer Electronic Business Information Quality Virtual Community |
| title | Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior |
| title_full | Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior |
| title_fullStr | Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior |
| title_full_unstemmed | Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior |
| title_short | Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior |
| title_sort | investigating the impact of virtual communities on furtherance of customers buying behavior |
| topic | Buying Behavior of Customer Electronic Business Information Quality Virtual Community |
| url | https://jitm.ut.ac.ir/article_51473_0294f0b6d1178efe901969c860729ab2.pdf |
| work_keys_str_mv | AT mohammadfathian investigatingtheimpactofvirtualcommunitiesonfurtheranceofcustomersbuyingbehavior AT mohammadhosseini investigatingtheimpactofvirtualcommunitiesonfurtheranceofcustomersbuyingbehavior |