Title: Motivations of market mavens for participating in online communities

Authors: Hye-Shin Kim, Byoungho Jin, Jin Yong Park

Addresses: Department of Fashion and Apparel Studies, University of Delaware, 211 Alison West, Newark, DE 19716-3350, USA. ' Department of Consumer, Apparel and Retail Studies, The University of North Carolina at Greensboro (UNCG), 210 Stone Building, P.O. Box 26170, Greensboro, NC 27402-6170, USA. ' College of Business Administration, Konkuk University, 1 Hwayang-dong, Gwangjin-gu, 143-701, Seoul, South Korea

Abstract: Online communities provide a virtual space for consumers to communicate and interact with an unlimited number of people allowing for faster rates of information sharing in unprecedented ways. Market mavens are word-of-mouth agents who are influential in providing general shopping and marketplace information. This study examines how market mavenism may influence consumer motivations to participate in online communities. In addition, this study examines how market mavenism in conjunction with online participation motivations directly influences participation in consumer-based online communities. Data were collected from a convenience sample using an electronic survey in South Korea. Items measuring market mavenism, participation motivation, participation frequency, and participation quality were used. Confirmatory factor analysis, correlation analysis, and regression analysis were used to study the research questions. Results indicate a positive relationship between market mavenism and online participation motivations leading to the conclusion that consumers with market mavenism tendencies are also highly motivated to participate online. Results also confirm that market mavenism positively affects the frequency and quality of participation in consumer-based online communities. These results provide better understanding of why consumers with higher market mavenism tendencies may participate in online communities.

Keywords: market mavens; community motivation; community participation; virtual communities; web based communities; online communities; internet; world wide web; virtual spaces; consumers; communication; interaction; information sharing; word-of-mouth agents; shopping information; marketplace information; market mavenism; consumer motivation; South Korea; participation motivation; participation frequency; participation quality; confirmatory factor analysis; correlation analysis; regression analysis; online participation; mavenism tendencies; electronic marketing; e-marketing; electronic retailing; e-retailing.

DOI: 10.1504/IJEMR.2011.039897

International Journal of Electronic Marketing and Retailing, 2011 Vol.4 No.1, pp.62 - 79

Received: 05 Feb 2009
Accepted: 26 Feb 2010

Published online: 21 Oct 2014 *

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