Blessing or Curse? A Taxonomy for Virtual Product Communities
From Virtual Communities
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[edit] Authors
Antje Sester, Vienna University of Economics and Business Administration, Boris Eder, Vienna University of Economics and Business Administration
[edit] Abstract
Since the beginning of research on Virtual Communities (VC) their importance for companies, manufacturers as well as vendors of goods and services, was highlighted. Several taxonomies of VCs have been developed. However, as these mostly remain on a relatively high level, we can draw only few conclusions regarding their effects on companies. Nevertheless VCs that are focused on products are likely to have an impact on consumers´ attitudes towards products and companies. We present a taxonomy for VCs that give room for consumers to exchange product information. A website analysis with these Virtual Product Communities (VPC) in the consumer electronics industry was conducted in order to deliver proof of concept. This taxonomy is a starting point for companies and researchers alike to understand the manifold ways how consumers gain information related to products by participating in VPCs.
[edit] Keywords
Virtual Communities, Taxonomy, Product Policy
