The Characteristics, Category and Motives of Interpersonal Recommendation on Virtual Community: Extended Case Method
Journal Title: International Journal of Humanities and Social Science Invention - Year 2018, Vol 7, Issue 11
Abstract
Virtual communities have been the focus of research for some time. However, although many studies have stressed on recommendation systems of virtual communities, few have discussed the significance of interpersonal recommenadation for virtual communities. The purpose of the study is to utilize interpersonal recommendation to tout for customers. The author collected the data of website-operators of direct-sale agent and their members by Extended Case Method (ECM). The research found that the characteristics were significantly different between the recommenders and followers. These characteristics could facilitate the operators of virtual communities to find out excellent category recommenders who are good at developing new customers. Customers with different characteristics need different kinds of recommenders to provide suggestions. The factors of recommendation request among the operators, recommenders and followers were also different. Consequently, we would provide suggestions for the operators of virtual communities and propose agenda of future research based on the research findings.
Authors and Affiliations
Peng-Jung Lin, Ching-Kuei Kao, Yan Tian, Cathy Lee
Keywords
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