Toward a Taxonomy of Virtual Communities from a Value Cocreation Perspective
研究通过分析Facebook上七个产品社区，发现四种虚拟社区类型，并指出社区结构和目标是影响客户参与及价值共创的关键因素。
ABSTRACT The enormous growth that social networks have experienced in recent years has caused firms to begin to view social networks as enabling environments for supplier–customer interactions. It has been argued that company behavior influences customer participation; however, this notion has rarely been investigated. Therefore, the purpose of this research is twofold as follows: to determine if there are differences among virtual communities regarding customer participation and define the main factors that can cause differences in cocreated value. We used the perspective of grounded theory to analyze seven communities on Facebook that focus on a single product. Our results confirmed the existence of four types of communities. Additionally, community structures and goals were highlighted as the key factors that differentiate communities and affect customer interactions.