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Title:
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HOW VIRTUAL COMMUNITIES INFLUENCE CONSUMER PURCHASING INTENTIONS: THE ROLE OF TRUST |
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Author(s):
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Ilaria Dalla Pozza |
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ISBN:
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978-972-8939-72-4 |
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Editors:
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Piet Kommers, Pedro Isaías and Nik Bessis |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Virtual communities, trust, purchasing intentions |
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Type:
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Poster/Demonstration |
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First Page:
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219 |
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Last Page:
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221 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The rapid increase in number of virtual communities on the Internet raises important questions on the influence that virtual communities can have on the consumer purchasing intentions. This research aims at presenting a theoretical framework linking trust in the virtual community and consumers purchasing intentions. Through an extensive literature review, we identify a broad set of antecedents of trust in the virtual community. In line with contingency theory, we also argue that the impact of trust in the virtual community on purchasing intentions is contingent on the product characteristics in the specific situation. |
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