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Dimensions Of Online Community Attributes

H. Kim, J. Park, B. Jin
Published 2008 · Business

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Purpose – The purpose of this paper is to develop online community attributes based on Preece's sociability and usability framework to assess how online community attributes hosted by retailers or national brand companies may generate positive outcomes for consumers. Also, this study seeks to examine the effects of attribute dimensions on consumer benefits to verify its predictability.Design/methodology/approach – An online survey was administered in South Korea. A questionnaire was constructed which contained 26 items measuring online community attributes. These items were developed by the researchers to measure seven dimensions defining Preece's sociability and usability conceptual framework. The items were based on examples of determinants and measures of successful online communities. The Korean sample consisted of 135 male and 216 female adults in a large metropolitan area in South Korea.Findings – Results partially supported Preece's sociability and usability framework. Results show three online com...
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