A Distinct Type of Online Group for Customer Knowledge Innovation: The Virtual Product User Community

IF 0.8 4区 管理学 Q3 INFORMATION SCIENCE & LIBRARY SCIENCE
Xuguang Li, A. Cox
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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.
一种独特的客户知识创新在线群体:虚拟产品用户社区
在网络客户社区中,有许多不同类型的群体需要区分。一种有趣的类型是虚拟产品用户社区,即公司赞助的在线论坛,产品用户在其中分享使用经验并协作构建新知识以解决技术问题。本文旨在证明这些“虚拟产品用户社区”是一种具有知识创新能力的独特类型的客户群体。本研究采用对解决技术问题的讨论帖进行观察与内容分析相结合的方法,辅以对论坛成员访谈的专题分析,探究其特征,尤其是知识相关属性。本文实证证实了虚拟产品用户社区是一种独特的虚拟社区类型,可以与其他消费者虚拟社区区分开来。此外,本文提出了一个增强的分类框架,扩展了波特(2004)的经典5Ps模型,以突出虚拟社区中与知识相关的活动。特别令人感兴趣的是,研究结果表明,在定义和分类虚拟社区时,应将与知识相关的活动视为一个重要属性。在实践意义上,建议给予虚拟产品用户群体适当的高层支持,以充分发挥其知识创新价值。此外,可以根据其独特的属性,制定有针对性的促进策略,以促进知识建设活动和社区发展。本文准确区分了一种由产品用户组成的特定类型的创新虚拟社区与其他在线客户社区。此外,本文还提出了一个修订后的虚拟社区分类框架,该框架可广泛应用于分析在线群体的特征。其知识相关活动的关键属性将注意力转向虚拟社区的知识创新能力。
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来源期刊
CiteScore
1.70
自引率
0.00%
发文量
25
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.
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