Online Community Behavior - Taxonomy, Consumer Experience, and Community Loyalty – a Cross-Country Comparison Between the Us and China

Social online communities (SOC) play an important role in today’s business world and people’s daily life. It is critical to SOC behaviors/activities and their consequences for SOC studies. This research develops a taxonomy of SOC behaviors/activities and a framework to examine the relationships between the SOC behaviors/activities and their consequences. Cross-country data (USA and China) is collected to verify the taxonomy and test the hypotheses from the proposed relationships. The results, findings, managerial implications, and further research are discussed in the paper.



Citation:

Raymond Liu and Werner Kunz (2011) ,"Online Community Behavior - Taxonomy, Consumer Experience, and Community Loyalty – a Cross-Country Comparison Between the Us and China", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Raymond Liu, University of Massachusetts Boston, USA & Dalian University of Technology, China
Werner Kunz, University of Massachusetts Boston, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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