Customer Participation in Virtual Communities for Local High Streets

Betzing Jan Hendrik, Kurtz Michael, Becker Jörg


Abstract
Customers increasingly substitute personal interaction that formerly took high streets with digital participation in retail-related virtual communities (VC) and social shopping sites. This work investigates the potential adoption of a VC to the high street to strengthen its competitive position. We assess customers' motives for participating in such a VC and its effect on customers' intention to visit the high street. We field an online survey with 402 participants that builds upon uses and gratifications theory. Our results suggest that receiving and sharing information are the most influential drivers of high street VC participation, which, in turn, leads to favorable behavioral responses.

Keywords
Virtual Community; Participatory Behavior; User-generated Content; Uses and Gratifications Theory; PLS-SEM; Retail



Publication type
Forschungsartikel (Zeitschrift)

Peer reviewed
Yes

Publication status
Published

Year
2020

Journal
Journal of Retailing and Consumer Services

Volume
54

Issue
102025

Start page
1

End page
12

Language
English

ISSN
0969-6989

DOI