Abstract
An e-retailer sponsored virtual community (ESVC), as the backyard of an e-commerce website, provides consumers with an online platform to play with each other. It also facilitates consumer-to-e-retailer communications. How to drive value from consumer participation in ESVC becomes important in this context. In this research, the role of personal reciprocity as the mediator between a consumer’s satisfaction with ESVC and consumer loyalty toward e-retailers was investigated. Questionnaires were distributed through an online survey. A pilot analysis was performed based on limited data collection. Results, limitations and future directions are discussed. Questionnaires were distributed through an online survey. A pilot analysis was performed based on limited data collection. Results, limitations and future directions are discussed.
Recommended Citation
Bi, Qingqing and Vogel, Doug, "“Does your backyard nurture loyal customers?”: The role of personal reciprocity in the relationship between satisfaction with an e-retailer sponsored virtual community and customer loyalty" (2012). AMCIS 2012 Proceedings. 13.
https://aisel.aisnet.org/amcis2012/proceedings/SocialIssues/13
“Does your backyard nurture loyal customers?”: The role of personal reciprocity in the relationship between satisfaction with an e-retailer sponsored virtual community and customer loyalty
An e-retailer sponsored virtual community (ESVC), as the backyard of an e-commerce website, provides consumers with an online platform to play with each other. It also facilitates consumer-to-e-retailer communications. How to drive value from consumer participation in ESVC becomes important in this context. In this research, the role of personal reciprocity as the mediator between a consumer’s satisfaction with ESVC and consumer loyalty toward e-retailers was investigated. Questionnaires were distributed through an online survey. A pilot analysis was performed based on limited data collection. Results, limitations and future directions are discussed. Questionnaires were distributed through an online survey. A pilot analysis was performed based on limited data collection. Results, limitations and future directions are discussed.