Factors Affecting Consumer Participation in Virtual Communities

Document Type : Original Manuscript



Abstract: Virtual communities have penetrated todays people life with astonishing speed through smart devices. The communities’ facilities have provided opportunities for businesses to create better brand image and motivating consumers to repurchase their products and services. Therefore, there is a dense competition between virtual communities to raise more consumer. This, in turn, requires a better understanding of consumer behavior. The aim of this research is to identify the virtual communities’ service factors that affect consumers’ behavior. We reviewed literature and designed a primary model. Then, we interviewed 14 experts who were selected on a judgmental sampling basis to design final model. Lastly, the model was tested by 384 university students who were among virtual communities consumers.  Results show the exploratory factors that affect consumer behavior most are; design, security, filtering, content and guidance.


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