Consumer participation in virtual communities: The role of personal values and personality

The important role that consumers play in virtual communities as active participants in the value co-creation process has been increasingly acknowledged in recent marketing thought and practice. This study applies and extends the well-established value-attitude-behaviour (VAB) model to investigate h...
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Gespeichert in:

Autor*in:	Mai, Huynh Thi Xuan [verfasserIn] Olsen, Svein Otta

Format:	Artikel
Sprache:	Englisch

Erschienen:	2015

Rechteinformationen:	Nutzungsrecht: © 2013 Taylor & Francis 2013

Schlagwörter:	attitude consumer participation values virtual communities personality value co-creation Studies Consumer attitudes Virtualization Personality traits Consumer behavior

Übergeordnetes Werk:	Enthalten in: Journal of marketing communications - Abingdon : Taylor & Francis, 1995, 21(2015), 2, Seite 144-164
Übergeordnetes Werk:	volume:21 ; year:2015 ; number:2 ; pages:144-164

Links:	Volltext Link aufrufen Link aufrufen

DOI / URN:	10.1080/13527266.2012.736086

Katalog-ID:	OLC1959946943

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allfieldsSound	10.1080/13527266.2012.736086 doi PQ20160617 (DE-627)OLC1959946943 (DE-599)GBVOLC1959946943 (PRQ)c1749-797e42c3f7106c23a7569360c957767eb05a818f851d2c68af006ba3c49d820b0 (KEY)0246193520150000021000200144consumerparticipationinvirtualcommunitiestheroleof DE-627 ger DE-627 rakwb eng 380 DNB Mai, Huynh Thi Xuan verfasserin aut Consumer participation in virtual communities: The role of personal values and personality 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier The important role that consumers play in virtual communities as active participants in the value co-creation process has been increasingly acknowledged in recent marketing thought and practice. This study applies and extends the well-established value-attitude-behaviour (VAB) model to investigate how personal values and personality jointly influence consumers' attitude and behaviour towards their participation in virtual communities. The results show that while the resultant conservation value dimension has an indirect influence on consumer participation behaviour in virtual communities through attitude, the extraversion trait has a direct effect. The findings clarify our understanding of how personal values and personality differently predict consumer participation in virtual communities, and confirm the role of personal values and the VAB model in explaining this phenomenon. This study suggests significant implications for virtual community marketing. Nutzungsrecht: © 2013 Taylor & Francis 2013 attitude consumer participation values virtual communities personality value co-creation Studies Consumer attitudes Virtualization Personality traits Consumer behavior Olsen, Svein Otta oth Enthalten in Journal of marketing communications Abingdon : Taylor & Francis, 1995 21(2015), 2, Seite 144-164 (DE-627)211570133 (DE-600)1317851-9 (DE-576)278728987 1352-7266 nnns volume:21 year:2015 number:2 pages:144-164 http://dx.doi.org/10.1080/13527266.2012.736086 Volltext http://www.tandfonline.com/doi/abs/10.1080/13527266.2012.736086 http://search.proquest.com/docview/1669868689 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW SSG-OLC-MKW GBV_ILN_26 GBV_ILN_4012 AR 21 2015 2 144-164
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title_sort	consumer participation in virtual communities: the role of personal values and personality
title_auth	Consumer participation in virtual communities: The role of personal values and personality
abstract	The important role that consumers play in virtual communities as active participants in the value co-creation process has been increasingly acknowledged in recent marketing thought and practice. This study applies and extends the well-established value-attitude-behaviour (VAB) model to investigate how personal values and personality jointly influence consumers' attitude and behaviour towards their participation in virtual communities. The results show that while the resultant conservation value dimension has an indirect influence on consumer participation behaviour in virtual communities through attitude, the extraversion trait has a direct effect. The findings clarify our understanding of how personal values and personality differently predict consumer participation in virtual communities, and confirm the role of personal values and the VAB model in explaining this phenomenon. This study suggests significant implications for virtual community marketing.
abstractGer	The important role that consumers play in virtual communities as active participants in the value co-creation process has been increasingly acknowledged in recent marketing thought and practice. This study applies and extends the well-established value-attitude-behaviour (VAB) model to investigate how personal values and personality jointly influence consumers' attitude and behaviour towards their participation in virtual communities. The results show that while the resultant conservation value dimension has an indirect influence on consumer participation behaviour in virtual communities through attitude, the extraversion trait has a direct effect. The findings clarify our understanding of how personal values and personality differently predict consumer participation in virtual communities, and confirm the role of personal values and the VAB model in explaining this phenomenon. This study suggests significant implications for virtual community marketing.
abstract_unstemmed	The important role that consumers play in virtual communities as active participants in the value co-creation process has been increasingly acknowledged in recent marketing thought and practice. This study applies and extends the well-established value-attitude-behaviour (VAB) model to investigate how personal values and personality jointly influence consumers' attitude and behaviour towards their participation in virtual communities. The results show that while the resultant conservation value dimension has an indirect influence on consumer participation behaviour in virtual communities through attitude, the extraversion trait has a direct effect. The findings clarify our understanding of how personal values and personality differently predict consumer participation in virtual communities, and confirm the role of personal values and the VAB model in explaining this phenomenon. This study suggests significant implications for virtual community marketing.
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title_short	Consumer participation in virtual communities: The role of personal values and personality
url	http://dx.doi.org/10.1080/13527266.2012.736086 http://www.tandfonline.com/doi/abs/10.1080/13527266.2012.736086 http://search.proquest.com/docview/1669868689
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author2	Olsen, Svein Otta
author2Str	Olsen, Svein Otta
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author2_role	oth
doi_str	10.1080/13527266.2012.736086
up_date	2024-07-03T19:25:05.048Z
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