Stickiness of Commercial Virtual Communities

Walczuch, Rita, Verkuijlen, Marcel, Geus, Bas and Ronnen, Ursela (2001). Stickiness of Commercial Virtual Communities. UNU-MERIT Research Memoranda. UNU-MERIT.

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    Author Walczuch, Rita
    Verkuijlen, Marcel
    Geus, Bas
    Ronnen, Ursela
    Title Stickiness of Commercial Virtual Communities
    Series Title UNU-MERIT Research Memoranda
    Volume/Issue No. 22
    Publication Date 2001
    Place of Publication Maastricht, NL
    Publisher UNU-MERIT
    Pages 29
    Language eng
    Abstract The recent merging of the electronic market arena has enabled the creation of new environments in which consumers can interact with each other online ' Commercial Virtual Communities (CVC). The strategic question facing internet businesses today is what are the components of the glue that makes consumers stay and return to websites in general and to CVCs in particular, i.e. how can one increase the stickiness of a CVC? This paper provides an insight into the nature of CVCs and the factors that drive their stickiness. The resulting framework is evaluated with the help of a survey among CVC experts. The results of the survey are presented.
    Copyright Holder N/A
    Copyright Year 2001
    Copyright type All rights reserved
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    Created: Fri, 13 Dec 2013, 13:00:28 JST