بررسی قصد خرید اقلام دیجیتال در جوامع شبکه سازی اجتماعی : دیدگاه ارزش مشتری

Some social networking community service providers have earned revenue by selling digital items to their community members. We examined SNC member decisions to purchase digital items based on customer value theory. Six factors were extracted from three dimensions of customer value: functional, social, and emotional value. Our findings indicated that the effects of value on member purchase intentions were significant in terms of the emotional and social dimensions. Our results should help SNC providers by improving their sales of digital items.

The majority of social networking community (SNC) providers have used advertising as a source of revenue. However a number of researchers and practitioners are trying to find ways to maximize SNC's revenue generation potential [10]. One alternative source is the sale of digital items to SNC members. These are new media elements used by members for representation, expression, and communication in online environments (e.g., online avatars, avatar accessories, decorative ornaments such as furniture, digital wallpapers, skins, background music, and virtual weapons used in Internet games) [12]. SNC members employ these digital items to decorate their web-pages, and communicate their identities to other members. The sale of digital items has become increasingly widespread in online SNC, a distinctive form of SNC whose fundamental purpose is to help users connect with their friends, business partners, and other individuals. A representative case of a profitable SNC that sells digital items as its core business is Cyworld (http://www.cyworld.com/pims/mhsection/mh_index.asp), whose estimated daily revenue from digital item sales is about US$0.3 million, and its annual sales are approximately US$120 million. Following Cyworld, Internet firms such as Habbo (www.habbo.com). There.com (www.there.com), and Livejournal (www.livejournal.com) have also started to sell digital items to their members. These SNCs have become increasingly popular and have evolved into massive networked groups with large member bases. Considering the network externalities embedded in the social system, the purchasing powers of these network groups could be substantially augmented. Therefore, a clear motive exists for marketers and practitioners to better understand the digital item purchase and usage behaviors of SNC members, so that the economic potential can be increased.

The sale of digital items is a relatively new source of revenue for SNC providers. Examining the motivation to purchase digital items is crucial for the success of this source of revenue. Despite the importance of identifying motivators, there is a lack of understanding about the manner in which SNC members elect to purchase digital items and the factors on which their decisions are based. We examined the intention to purchase digital items by developing a conceptual framework of customer value and by examining motivators along different dimensions of customer value. Based on the three general dimensions of customer value, we identified the digital item-specific value determinants in digital item sales. Our findings showed that emotional and social values were key dimensions of customer value for purchasing digital items.