Reading Consumers’ Identity in Virtual Communities of Consumption: Exploring the Influence of Motive and Focus of Attention

This article considers issues of online identity communication in forum-based virtual communities of consumption (VCCs). Specifically, this exploratory research is novel in its investigation of how the interpretations of identity cues vary among participants. The online interaction of ten online community members was observed for a six month period and face-to-face, semi-structured interviews captured their subjective understanding of the experience. We report that “motive” to participate in VCCs and “focus of attention” appear to affect interpretations of online identity. The findings contribute to our understanding of VCCs as places and objects of consumption as well as contexts for consumer socialization.



Citation:

Caterina Presi, Paul Michell, and Andrew R. Lock (2006) ,"Reading Consumers’ Identity in Virtual Communities of Consumption: Exploring the Influence of Motive and Focus of Attention", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 330-338.

Authors

Caterina Presi, Leeds University Business School, United Kingdom
Paul Michell, Leeds University Business School, United Kingdom
Andrew R. Lock, Leeds University Business School, United Kingdom



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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