The emergence of online consumer groups: Study of consumption and communication in HXFOODS.

详细信息   

• 作者：Huang ; Xinkai.
• 学历：Doctor
• 年：2008
• 毕业院校：The University of Utah
• 专业：Business Administration, Marketing.;Business Administration, Management.;Mass Communications.
• ISBN：9780549600695
• CBH：3312096
• Country：USA
• 语种：English
• FileSize：9517964
• Pages：155

文摘

Because of the gradual incorporation of Western consumer culture and growing population of Internet users in China, online consumption becomes increasingly indispensable to many Chinese people. To better manage their time and resources in consumption, people turn to virtual communities and organize group consumption, exchange consumer knowledge and products, and seek business and interest partners there. This qualitative dissertation of online communication and consumption examines how Chinese people experiment with and experience new modes of consumption through the channel of HXFOODS, a virtual community focusing on consumption issues and activities in Chengdu, the second largest city in southwestern China. The participant observer study lasted from 2005 to 2007.;This study shows that the practice of exchanging consumption information and organizing group consumption activities reflects the emergence of community on the Internet and exposes how community members organize alternative means of consumption activities through the platform of HXFOODS. In the interactions, members creatively use new technology to better manage the flow of information. A part of the findings show that there are three features in members' consumption lifestyle based upon the community.;The first is that members collaborate with each other in consumption. The collaborative network of the community helps members to utilize collective intelligence and resources of thousands of others who seek to spend their time and money wisely in consumption. The second is that when members are confronted with conflicting consumption values, they take sides to follow the values that match their backgrounds and benefit from the confrontation. The presentation of different values allows individual consumers to express themselves fully in the public space of the community and cultivates a more participatory culture. The third is that the members have the opportunity to negotiate their relationships with consumption objects via their community participation. In this process, people are connected by their consumption desire, and this connection has created interdependence among them.