{"title":"A Distinct Type of Online Group for Customer Knowledge Innovation: The Virtual Product User Community","authors":"Xuguang Li, A. Cox","doi":"10.1515/libri-2020-0138","DOIUrl":null,"url":null,"abstract":"Abstract Among online communities of customers there are a number of different types of group that need to be distinguished. One interesting type are virtual product user communities, i.e. company sponsored online forums where product users share usage experience and collaboratively construct new knowledge to solve technical problems. The purpose of this paper is to show that these “virtual product user communities” are a distinct type of customer group with knowledge innovation capability. The research adopts a method combining observation and content analysis of discussion threads where technical problems are solved, complemented by thematic analysis of interviews with forum members to explore its character, especially its knowledge related attributes. The paper confirms empirically that the virtual product user community is a distinct type of virtual community and can be differentiated from other virtual communities of consumers. In addition, an enhanced classification framework, extending Porter’s (2004) classic 5Ps model, is proposed to highlight knowledge-related activities in virtual communities. Of particular interest is that the findings suggest that knowledge-related activities should be considered as an important attribute in defining and classifying virtual communities. In terms of practical implications, it is recommended that the virtual product user community should be given appropriate support from top management in order to fully exploit its knowledge innovation value. Moreover, tailored facilitation strategies to promote knowledge construction activities and community development can be developed in accordance with its unique attributes. The paper precisely distinguishes one specific type of innovative virtual community consisting of product users from other online customer communities. Moreover, it outlines a revised virtual community classification framework, which can be widely applied in analysing features of online groups. Its key attribute of knowledge-related activity redirects attention to virtual communities’ knowledge innovation capabilities.","PeriodicalId":45618,"journal":{"name":"Libri-International Journal of Libraries and Information Studies","volume":null,"pages":null},"PeriodicalIF":0.8000,"publicationDate":"2021-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/libri-2020-0138","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Libri-International Journal of Libraries and Information Studies","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1515/libri-2020-0138","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
引用次数: 0
Abstract
Abstract Among online communities of customers there are a number of different types of group that need to be distinguished. One interesting type are virtual product user communities, i.e. company sponsored online forums where product users share usage experience and collaboratively construct new knowledge to solve technical problems. The purpose of this paper is to show that these “virtual product user communities” are a distinct type of customer group with knowledge innovation capability. The research adopts a method combining observation and content analysis of discussion threads where technical problems are solved, complemented by thematic analysis of interviews with forum members to explore its character, especially its knowledge related attributes. The paper confirms empirically that the virtual product user community is a distinct type of virtual community and can be differentiated from other virtual communities of consumers. In addition, an enhanced classification framework, extending Porter’s (2004) classic 5Ps model, is proposed to highlight knowledge-related activities in virtual communities. Of particular interest is that the findings suggest that knowledge-related activities should be considered as an important attribute in defining and classifying virtual communities. In terms of practical implications, it is recommended that the virtual product user community should be given appropriate support from top management in order to fully exploit its knowledge innovation value. Moreover, tailored facilitation strategies to promote knowledge construction activities and community development can be developed in accordance with its unique attributes. The paper precisely distinguishes one specific type of innovative virtual community consisting of product users from other online customer communities. Moreover, it outlines a revised virtual community classification framework, which can be widely applied in analysing features of online groups. Its key attribute of knowledge-related activity redirects attention to virtual communities’ knowledge innovation capabilities.
期刊介绍:
Libri, International Journal of Libraries and Information Services, investigates the functions of libraries and information services from both a historical and present-day perspective and analyses the role of information in cultural, organizational, national and international developments. The periodical reports on current trends in librarianship worldwide and describes the transformation of libraries and information services resulting from the introduction of new information technologies and working methods. Background information and the latest research findings in librarianship and information science are made accessible to experts and a broader public. Articles are in English and conform to the highest academic standards.