دانلود مقاله ISI انگلیسی شماره 50871
عنوان فارسی مقاله

کیفیت ارتباط، ارتقاء جامعه و وفاداری به برند در جوامع مجازی: شواهدی از جوامع نرم افزار آزاد

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
50871 2010 11 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : International Journal of Information Management, Volume 30, Issue 4, August 2010, Pages 357–367

کلمات کلیدی
جوامع مجازی - مشارکت - ارتقاء جامعه - وفاداری - رضایت - تشخیص هویت - نرم افزار آزاد
پیش نمایش مقاله
پیش نمایش مقاله کیفیت ارتباط، ارتقاء جامعه و وفاداری به برند در جوامع مجازی: شواهدی از جوامع نرم افزار آزاد

چکیده انگلیسی

The Internet has favored the growth of collaborative platforms where marketers and consumers interact to develop more engaging products and services. These platforms are usually centered in a specific brand/product and their members are linked by a shared admiration to that brand. This paper analyzes one of the most powerful online collaborative platforms, the free software (FS) case, which involves a lot of virtual communities developed around products such as Linux or Android, the new Google's mobile operating system. Our purpose is to determine some of the main antecedents and consequences of the consumer involvement in this type of communities. Results have shown that satisfaction with a virtual community may increase the level of consumer participation in that community. At the same time, a greater identification with the virtual community may increase indirectly the consumer participation thanks to the enhancement of his/her satisfaction with the community. We have also found positive and significant effects of consumer identification and participation on the level of community promotion. Finally, positive and significant effects of consumer participation and satisfaction with the community on loyalty to the FS were also found. These findings allow us to conclude some interesting managerial implications.

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