在线支持社区中的虚拟社会传染

IF 5.7 2区管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

Information and Organization Pub Date : 2025-03-10 DOI:10.1016/j.infoandorg.2025.100561

Ghiyoung Im , Eun Hee Park , Veda C. Storey , Richard L. Baskerville

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引用次数: 0

摘要

公司赞助的在线支持社区是消费者在购买后解决产品故障相关问题的理想场所。社区参与者发布问题和答案，不可避免地会受到其他参与者的想法、情感和意图的影响。本研究旨在确定在线支持社区的社会传染模式及其发展过程，以及它们对消费者购买后结果的影响。在解释传染性行为时，对在线支持社区的研究强调了认知或情感的重要性，但没有同时探索这两个元素。在这项研究中，数据是从两个由两家大型IT公司管理的在线技术支持论坛收集的。采用网络图法进行数据收集和分析。数据分析导致虚拟社会传染类型学（即机械传染、智能传染、暴民传染和激情传染）及其相关过程模型的发展。本研究的贡献在于确定认知和情绪活动在社会传染发展中的同步作用。研究还表明，在线支持社区中的传染是动态的，并受到情绪的显著影响。

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Virtual social contagion in online support communities

Firm-sponsored online support communities are ideal places for consumers to solve problems related to product failure after their purchases. Community participants post questions and answers and, inevitably, are influenced by other participants' thoughts, emotions, and intentions. This study seeks to identify the patterns of social contagion and their development processes in online support communities and their impact on consumer post-purchase outcomes. Research on online support communities has emphasized the importance of either cognition or emotion when explaining contagious behaviors but has not explored both elements simultaneously. In this research, data was collected from two online technology support forums managed by two large IT companies. Netnography was employed for data collection and analysis. The data analysis leads to the development of a virtual social contagion typology (i.e., mechanical, smart, mob, and passion contagion) and its associated process models. The contribution of this research is to identify the simultaneous roles of cognitive and emotional activities in the development of social contagion. It also shows that contagion in online support communities is dynamic over time, and significantly affected by emotion.

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来源期刊

Information and Organization Multiple-

CiteScore

11.20

自引率

1.60%

发文量

期刊介绍： Advances in information and communication technologies are associated with a wide and increasing range of social consequences, which are experienced by individuals, work groups, organizations, interorganizational networks, and societies at large. Information technologies are implicated in all industries and in public as well as private enterprises. Understanding the relationships between information technologies and social organization is an increasingly important and urgent social and scholarly concern in many disciplinary fields.Information and Organization seeks to publish original scholarly articles on the relationships between information technologies and social organization. It seeks a scholarly understanding that is based on empirical research and relevant theory.