Online Communities - why do consumers participate - Vircom2013

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Overview of online community participation research 2004 and 2013.

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Online Communities - why do consumers participate - Vircom2013

  1. 1. Online Communities Why do We Participate? FEBRUARY 7, 2013THE ROYAL INSTITUTION OF GB, LONDON
  2. 2. ONLINE COMMUNITIES WE DO WE PARTICIPATE?©Copyright - Purple Spinnaker - 2013
  3. 3. EMPLOYEE – CUSTOMER CONVERSATION MATRIX Employee Customer To Customer Customer To Customer Customer To Customer To Employee P Employee To Customer Employee To Customer Employees Listen r Content & i Content & Content & Content & Experience v Experience Experience Experience a t e Service & Service & Service & Service & Support C Support Support Support o - c r Product e Product Product Product a t Organisation Independent i Organisation Internal Managed Public Social Owned & Managed Intranet o Websites Public Social Channels n Channels ©Copyright - Purple Spinnaker Employee – Customer Conversation Matrix - 2013
  4. 4. WHY DO WE PARTICIPATE? PARTICIPATION©Copyright - Purple Spinnaker - 2013
  5. 5. ONLINE COMMUNITY PARTICIPATION MODEL – 2004 A Conceptual Model of a Consumers Participation in and Loyalty to an Online Community Characteristics Of Community H1 Member Loyalty Participation H3 To the in the Online Community Community H2 Characteristics Of Online CommunityQ1: Is there a positive relationship between characteristics of an online community and the level of participation of the membersQ2: Is there a positive relationship between member experience characteristics and the level of participation of the members.Q3: Is there a positive relationship between the level of participation in an online community and the loyalty of the members ©Copyright - Purple Spinnaker – Online Community Participation Model 2004
  6. 6. ONLINE COMMUNITY PARTICIPATION MODEL – 2004 Table 1 - represents the findings form the research study.Hypothesis Characteristics (variables) Community Duration of Hours in an online Participation Membership community H1 Member Characteristics & online experience No Effect H2 Interest*, inclusivity, Personalisation, Expertise* Positive Effect H2 Familiarity Positive H2 Expertise* Positive H2 Interest* Positive H2 Inclusivity and familiarity Positive H3 Member experience levels Positive H3 Community Participation Levels Positive * Expertise and Interest may be combined to create the Topical Variable ©Copyright - Purple Spinnaker – Online Community Participation Model 2004
  7. 7. ONLINE COMMUNITY PARTICIPATION MODEL – 2013 Kingston Business School & Purple Spinnaker 2013 model Characteristics Perceived Outcomes of Community Member Benefits Shared Functional Consciousness Value Self-discovery Inclusivity Value Interpersonal Connectivity Participation Topicality Social Enhancement Entertainment Customer expertise Value ©Copyright - Purple Spinnaker – Online Community Participation Model 2013
  8. 8. NEXT STEPS• Revised online survey to be run on a range of online communities in March – May 2013.• Results of surveys analysed June 2013.• Research published summer 2013.• Contact: julie@purplespinnaker.com to participate in the research. ©Copyright - Purple Spinnaker – Online Community Participation Model 2013
  9. 9. ONLINE COMMUNITIES – WHY DO WE PARTICIPATE? THANK YOU Email: julie@purplespinnaker.com Call: +44 7887 644 799©Copyright - Purple Spinnaker - 2013

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