The Effect of an Integrated Virtual Community on the Evaluation of an Online Store: Findings From an Internet Experiment

Peter Domma, Saarland University, Germany
Dirk Morschett, University of Fribourg, Switzerland
Hanna Schramm-Klein, University of Siegen, Germany
Joachim Zentes, Saarland University, Germany
We examined the impact of three characteristics of a virtual community within an online store on consumer evaluations of that store. In particular, we focused on the exertion of retailer influence, the quality of the virtual community and the degree of sociability. An Internet experiment with 477 participants using a professionally designed shopping Web site was conducted, confirming the influence of all three characteristics.
[ to cite ]:
Peter Domma, Dirk Morschett, Hanna Schramm-Klein, and Joachim Zentes (2011) ,"The Effect of an Integrated Virtual Community on the Evaluation of an Online Store: Findings From an Internet Experiment", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.