Innovative Consumer Behavior in Online Communities

In this study, we analyze creative consumer behavior in online basketball communities. More precisely, we are interested in the kind of ideas generated, how innovations in online communities develop, and how the members of online communities support each other in generating creative solutions. While the process of innovation slightly differs between Chinese- and English-speaking online communities, the quality and quantity of the ideas developed is impressive in both cultures. Various examples indicate that community members, in principle, are willing to share their ideas with manufacturers.



Citation:

Gregor Jawecki, Johann Fueller, and Gianmario Verona (2007) ,"Innovative Consumer Behavior in Online Communities", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 513-518.

Authors

Gregor Jawecki, Innsbruck University School of Management, Department for Strategic Management, Marketing and Tourism. Austria
Johann Fueller, Innsbruck University School of Management, Department for Strategic Management, Marketing and Tourism. Austria
Gianmario Verona, Bocconi University and SDA Bocconi School of Management. Italy



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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