Template-type: ReDif-Paper 1.0
Author-Name: Walczuch,Rita
Author-Name: Verkuijlen,Marcel
Author-Name: Geus,Bas
Author-Name: Ronnen,Ursela
Author-workplace-name: MERIT 
Title: Stickiness of Commercial Virtual Communities
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 ; 
Series: Research Memoranda
Creation-Date: 2001
Number: 021
File-URL: http://digitalarchive.maastrichtuniversity.nl/fedora/objects/guid:9d574775-da21-4932-9c58-54256cc7acbb/datastreams/ASSET1/content
File-Format: application/pdf
File-Size: 208232
Handle: RePEc:unm:umamer:2001021