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Construction & Study of Consumer Behavior in a Virtual Social Space
|摘要:||The growth of YouTube.com, MySpace.com and SecondLife, are part of a trend that consumers seek to partake in communities with increasingly real virtual simulations of actual social environments. Within this context, consumption takes on social meaning and is mostly wrapped in the excuse of self-expression within these virtual social spaces. What constitutes marketing relevant behavior in these social spaces is a dominant issue for consumer behavior in the future, as this is where consumers will increasingly act out their lives. Based on cultural composition of virtual communities, ethnographic-based approaches are warranted to better yield understanding of the meanings that are common to a particular community. Nevertheless, there is no existing theory that adopts this way to addresses the consumer behavior in a virtual space of real simulation. This research focuses on the creation of a live video virtual social space where users can freely enter and utilize the space, and application of grounded theory and NVIVO software to uncover marketing relevant behavior. As a result, thirty-four types of consumer behavior are constructed and divided into four categories: egocasting, non-verbal behavior, relational pattern, and participation behavior. Next, the technique of social network analysis and the UCINET software package help define groups of consumers and understand their behavioral differences within this virtual space, resulting in a bridge group and core group that exhibit high levels of various types of behaviors than the peripheral or isolated groups. Results are significant for consumer behavior theory development within the context of the emerging online virtual citizen.|
|Appears in Collections:||行銷學系所|
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