On-line Consumer-to-Consumer Interaction and Idea Generation in Virtual Brand Community Relationships: The Test of Mediating Effect of Social Capital

This paper examines the factors involved in the online interaction and idea generation of virtual brand-community relationships. Applying interaction theory to the consumer-toconsumer (C2C) context reveals several factors that may help develop (or establish) idea generation of new products. This pap...

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Bibliographic Details
Published in:Tai Da Guan Li Lun Cong 2010-06, Vol.20 (2), p.19
Main Authors: Sou-Chin, Wu, Wen-Chang, Fang, 吳壽進, 方文昌
Format: Article
Language:chi ; eng
Subjects:
Brainstorming
Human capital
Social capital
Social networks
Online Access:Get full text
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Summary:This paper examines the factors involved in the online interaction and idea generation of virtual brand-community relationships. Applying interaction theory to the consumer-toconsumer (C2C) context reveals several factors that may help develop (or establish) idea generation of new products. This paper, therefore, investigates the inter-relationships among on-line C2C interaction, human capital, social capital, and idea generation in virtual brand communities. Hypotheses were first tested using interviews and observations, and then by data collected from a survey of 228 members of Ford's Mondeo On-line Club in Taiwan. LISREL results indicate that on-line C2C interaction, human capital, and social capital are positively associated with idea generation. Furthermore, C2C interaction and human capital directly and indirectly (via the mediating effect of social capital) affects idea generation. Social capital is also an important mediator.
ISSN:1018-1601
2410-2490