Converting virtual community members into online purchase customers

Gupta Sumeet, Hee Woong Kim, Raymond Jun Zheng

Research output: Contribution to conferencePaper

5 Citations (Scopus)

Abstract

While virtual communities (VCs) have been used mainly for information sharing and social networking, little is known as to how online vendors can derive benefits from them in practice. VCs are particularly successful in attracting and retaining members. Online vendors have attempted to capitalize on this characteristic of a virtual community (VC) for obtaining numerous commercial benefits, such as customer service. Online vendors also expect the VC members to become their customers thus improving their online sales. In practice, however, not many online vendors have been successful in converting their VC members into customers. If the VC members could be converted into online customers, online vendors can benefit greatly from having a VC as it is capable of attracting and retaining members. However, there is hardly any study which examines the conversion process of a VC member into an online customer. Therefore, the aim of this study is to examine the transformation process of a VC member into an online customer. Understanding this transformation process would facilitate online vendors in their endeavors for benefiting from their VC. Also, it would provide insights into the usefulness of VC for commercial purposes apart from increasing sales.

Original languageEnglish
Pages770-784
Number of pages15
Publication statusPublished - 2006 Dec 1
Event10th Pacific Asia Conference on Information Systems: ICT and Innovation Economy, PACIS 2006 - Kuala Lumpur, Malaysia
Duration: 2006 Jul 62006 Jul 9

Other

Other10th Pacific Asia Conference on Information Systems: ICT and Innovation Economy, PACIS 2006
CountryMalaysia
CityKuala Lumpur
Period06/7/606/7/9

All Science Journal Classification (ASJC) codes

  • Information Systems

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  • Cite this

    Sumeet, G., Kim, H. W., & Zheng, R. J. (2006). Converting virtual community members into online purchase customers. 770-784. Paper presented at 10th Pacific Asia Conference on Information Systems: ICT and Innovation Economy, PACIS 2006, Kuala Lumpur, Malaysia.