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The power of sharing to support consumers through liminality
Australasian Marketing Journal ( IF 4.0 ) Pub Date : 2020-08-01 , DOI: 10.1016/j.ausmj.2020.06.006
Lucie K. Ozanne 1 , Julie L. Ozanne 2
Affiliation  

Abstract Across a lifetime, consumers face many transitions in which they need social support. Difficult transitions are often fraught with challenges, such as transitioning from one social role to another. But social support is particularly important for consumers in liminality when they are caught between social roles failing to transition from an old to a new role. Consumers in liminality benefit if they can draw on social networks for support to help them complete their transition. In this study, we explored how one form of sharing—trading skills and services in an exchange network—provides consumers with important social support helping them to cope and transition into new social roles. Specifically, a sharing exchange network helps consumers draw emotional, cognitive, and material support that enhances their well-being and has some advantages over social support from family and friends.

中文翻译:

分享的力量通过合法性支持消费者

摘要消费者在一生中都面临着许多需要社会支持的转变。艰难的过渡通常充满挑战,例如从一种社会角色过渡到另一种社会角色。但是,当社会角色在未能从旧角色过渡到新角色之间陷入困境时,社会支持对消费者的合法性尤为重要。如果他们可以利用社交网络获得支持以帮助他们完成过渡,则处于合法地位的消费者会从中受益。在这项研究中,我们探讨了一种共享形式-交易网络中的交易技能和服务-如何为消费者提供重要的社会支持,帮助他们应对并过渡到新的社会角色。具体来说,共享交流网络可帮助消费者吸引情感,认知,
更新日期:2020-08-01
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