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A Distinct Type of Online Group for Customer Knowledge Innovation: The Virtual Product User Community
Libri ( IF 0.667 ) Pub Date : 2021-06-01 , DOI: 10.1515/libri-2020-0138
Xuguang Li 1 , Andrew Cox 2
Affiliation  

Among online communities of customers there are a number of different types of group that need to be distinguished. One interesting type are virtual product user communities, i.e. company sponsored online forums where product users share usage experience and collaboratively construct new knowledge to solve technical problems. The purpose of this paper is to show that these “virtual product user communities” are a distinct type of customer group with knowledge innovation capability. The research adopts a method combining observation and content analysis of discussion threads where technical problems are solved, complemented by thematic analysis of interviews with forum members to explore its character, especially its knowledge related attributes. The paper confirms empirically that the virtual product user community is a distinct type of virtual community and can be differentiated from other virtual communities of consumers. In addition, an enhanced classification framework, extending Porter’s (2004) classic 5Ps model, is proposed to highlight knowledge-related activities in virtual communities. Of particular interest is that the findings suggest that knowledge-related activities should be considered as an important attribute in defining and classifying virtual communities. In terms of practical implications, it is recommended that the virtual product user community should be given appropriate support from top management in order to fully exploit its knowledge innovation value. Moreover, tailored facilitation strategies to promote knowledge construction activities and community development can be developed in accordance with its unique attributes. The paper precisely distinguishes one specific type of innovative virtual community consisting of product users from other online customer communities. Moreover, it outlines a revised virtual community classification framework, which can be widely applied in analysing features of online groups. Its key attribute of knowledge-related activity redirects attention to virtual communities’ knowledge innovation capabilities.

中文翻译:

一种独特的客户知识创新在线小组:虚拟产品用户社区

在客户的在线社区中,需要区分许多不同类型的群体。一种有趣的类型是虚拟产品用户社区,即公司赞助的在线论坛,产品用户在此分享使用经验并协作构建新知识以解决技术问题。本文旨在表明这些“虚拟产品用户社区”是具有知识创新能力的独特类型的客户群体。本研究采用观察和内容分析相结合的方法,对解决技术问题的讨论线程,辅以对论坛成员访谈的专题分析,探索其特征,特别是其知识相关属性。本文实证证实了虚拟产品用户社区是一种独特的虚拟社区类型,可以区别于其他消费者虚拟社区。此外,还提出了扩展 Porter (2004) 经典 5Ps 模型的增强分类框架,以突出虚拟社区中与知识相关的活动。特别令人感兴趣的是,研究结果表明,与知识相关的活动应被视为定义和分类虚拟社区的重要属性。在实践意义方面,建议虚拟产品用户群体应得到最高管理层的适当支持,以充分发挥其知识创新价值。而且,可以根据其独特的属性制定量身定制的促进战略,以促进知识建设活动和社区发展。论文准确区分了一种特定类型的由产品用户组成的创新虚拟社区和其他在线客户社区。此外,它概述了一个修订的虚拟社区分类框架,可广泛应用于分析在线群体的特征。其与知识相关活动的关键属性将注意力转向虚拟社区的知识创新能力。概述了修订后的虚拟社区分类框架,可广泛应用于分析在线群体的特征。其与知识相关活动的关键属性将注意力转向虚拟社区的知识创新能力。概述了修订后的虚拟社区分类框架,可广泛应用于分析在线群体的特征。其与知识相关活动的关键属性将注意力转向虚拟社区的知识创新能力。
更新日期:2021-06-04
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