Customer Participation in Virtual Communities for Local High Streets

Betzing Jan Hendrik, Kurtz Michael, Becker Jörg


Zusammenfassung
Customers increasingly substitute personal interaction that formerly took high streets with digital participation in retail-related virtual communities (VC) and social shopping sites. This work investigates the potential adoption of a VC to the high street to strengthen its competitive position. We assess customers' motives for participating in such a VC and its effect on customers' intention to visit the high street. We field an online survey with 402 participants that builds upon uses and gratifications theory. Our results suggest that receiving and sharing information are the most influential drivers of high street VC participation, which, in turn, leads to favorable behavioral responses.

Schlüsselwörter
Virtual Community; Participatory Behavior; User-generated Content; Uses and Gratifications Theory; PLS-SEM; Retail



Publikationstyp
Aufsatz (Zeitschrift)

Begutachtet
Ja

Publikationsstatus
Veröffentlicht

Jahr
2020

Fachzeitschrift
Journal of Retailing and Consumer Services

Band
54

Ausgabe
102025

Erste Seite
1

Letzte Seite
12

Seiten
1-12

ISSN
0969-6989

DOI