Stickiness of Commercial Virtual Communities

Rita Walczuch, Marcel Verkuijlen, Bas Geus and Ursela Ronnen
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Ursela Ronnen: MERIT

No 21, Research Memorandum from Maastricht University, Maastricht Economic Research Institute on Innovation and Technology (MERIT)

Abstract: The recent merging of the electronic market arena has enabled the creation of new environments in which consumers can interact with each other online – Commercial Virtual Communities (CVC). The strategic question facing internet businesses today is what are the components of the glue that makes consumers stay and return to websites in general and to CVCs in particular, i.e. how can one increase the stickiness of a CVC? This paper provides an insight into the nature of CVCs and the factors that drive their stickiness. The resulting framework is evaluated with the help of a survey among CVC experts. The results of the survey are presented.

Keywords: economics of technology (search for similar items in EconPapers)
Date: 2001
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:unm:umamer:2001021

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