Just Friends, Good Acquaintances Or Soul Mates? An Exploration of Website Connectedness

This study aims to understand the meaning of website connectedness from the website visitors’ point of view. It uncovers the underlying meaning of emotional ties between visitor and website. Connectedness is assumed to be of the utmost importance for positive word-of-mouth communication. The triangulated data gathered in this interpretive study reveals thematic patterns that help to explain website connectedness. Website connectedness constitutes three factors: relatability, dependency and sense-of-community. To transform the relationship from ‘just friends’ to ‘soul mates’, website owners should focus on improving one or all of the connectedness components.



Citation:

Amalia E. Maulana and Giana M. Eckhardt (2006) ,"Just Friends, Good Acquaintances Or Soul Mates? An Exploration of Website Connectedness", 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: 328-329.

Authors

Amalia E. Maulana, University of New South Wales
Giana M. Eckhardt, Australian Graduate School of Management



Volume

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



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