Online lifestyle consumption community dynamics: A practice‐based analysis

Närvänen, Elina; Kartastenpää, Elina; Kuusela, Hannu

doi:10.1002/cb.1433

Cited by 40 publications

(53 citation statements)

References 55 publications

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“…The first component in the framework is the variable community belonging. Research has been emphasizing the emerging role of collective co-production (Peters et al, 2012) and community belonging (Närvänen et al 2013) on consumption behavior. Community memberships or the aspiration to be part of a group or community is argued to be one determinant of practicing sharing or collaborative consumption activities (Ostrom, 1990;Nelson and Rademacher, 2009;Galbreth et al, 2012).…”

Section: Collaborative Consumptionmentioning

confidence: 99%

Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again

Möhlmann

2015

J of Consumer Behaviour

1,114

1,021

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Collaborative consumption, often associated with the sharing economy, takes place in organized systems or networks, in which participants conduct sharing activities in the form of renting, lending, trading, bartering, and swapping of goods, services, transportation solutions, space, or money. In this paper, a framework on the determinants of choosing a sharing option is developed and tested with two quantitative studies by applying partial least squares path modeling analysis. In study 1, users of the B2C car sharing service car2go (N = 236), and in study 2, users of the C2C online community accommodation marketplace Airbnb (N = 187) are surveyed. The results reveal the satisfaction and the likelihood of choosing a sharing option again to be predominantly explained by determinants serving users' self-benefit. Utility, trust, cost savings, and familiarity were found to be essential in both studies, while service quality and community belonging were identified solely in study 1. Four proposed determinants had no influence on any of the endogenous variables. This applies to environmental impact, internet capability, smartphone capability, and trend affinity. Finally, research and managerial implications are discussed.

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Section: Collaborative Consumptionmentioning

confidence: 99%

Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again

Möhlmann

2015

J of Consumer Behaviour

1,114

1,021

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“…Not only are online transactions in web stores acquiring considerable momentum, but consumers also allocate an increasing amount of time to other online activities. Consumers read product reviews, follow blogs and join online communities, sharing their views and opinions with others (Kozinets, Hemetsberger, & Schau, 2008;Kozinets, De Valck, Wojnicki, & Wilner, 2010;Kulmala, Mesiranta, & Tuominen, 2012;Scaraboto & Fischer, 2013;Närvänen, Kartastenpää, & Kuusela, 2013). Hence, shopping is only one consumption practice among many others.…”

Section: Introductionmentioning

confidence: 99%

How Do Consumers Consume Fashion Online? A Practice-Theoretical Inquiry

Salonen¹,

Närvänen²,

Saarijärvi³

2014

IJMS

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Fashion is a major part of online consumer culture. In addition to shopping, consumers engage in diverse practices related to fashion consumption. The purpose of this paper is to identify and analyze consumers' online fashion consumption practices. The study uses a practice-theoretical framework. The empirical material consists of two focus group interviews with thirteen informants and observations of fashion websites. Four interlinked online fashion consumption practices were identified: dreaming, expertise, information search and being part of a community. In addition, twelve procedures related to these practices were identified. The findings indicate that fashion website content should be able to support consumers' online fashion consumption practices to enable and enhance value creation, facilitate purchase and support the consumption of fashion items. Consumers online fashion consumption practices play a key role in engaging consumers on the website and in directing them toward a purchase.

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“…group interview participants commented on the social ties, yet heterogeneous nature, and conflict and debate evident in the community. These characteristics have been found in the lifestyle consumption communities identified in previous research (Heinonen 2011;Närvänen, Kartastenpää, and Kuusela 2013). The study identified ubiquitous alcohol marketing activity used to associate and embed alcohol brands within the NRL community.…”

Section: Discussion Implications Limitations and Future Research DImentioning

confidence: 89%

“…More recently, the idea of lifestyle consumption communities has been identified (Närvänen, Kartastenpää, and Kuusela 2013). Despite acknowledgement of the often fluid and hybrid nature of consumption communities (Canniford 2011), there is less research examining structures that may overlap or coincide -for example when commercial brands engage existing consumption communities.…”

Section: Introductionmentioning

confidence: 98%

Use of Brand Community Markers to Engage Existing Lifestyle Consumption Communities and Some Ethical Concerns

Gordon

Jones

Barrie

et al. 2014

Journal of Macromarketing

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This study explores how alcohol brands use markers of brand community (consciousness of kind, rituals and traditions, and moral responsibility) to engage existing lifestyle consumption communities. Drawing on consumption community and ethics theory, the article examines the interface between brands and a lifestyle consumption community, and explores ethical issues and implications from this phenomenon. A mixed methods research case study examining alcohol sports sponsorship of the Australian National Rugby League (NRL) is presented to generate understanding of the live context and explore the use of markers of brand community to engage adolescent members of the NRL lifestyle consumption community. Evidence of consciousness of kind, and rituals and traditions relating to brand activity, was identified, but was less evident in relation to moral responsibility. The study also identified some important theoretical, practical, and ethical implications. This research addresses a significant gap in the current literature by identifying how community markers can be used by brands to engage existing lifestyle consumption communities, and distinguishing ethical implications that warrant attention.

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Online lifestyle consumption community dynamics: A practice‐based analysis

Cited by 40 publications

References 55 publications

Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again

Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again

How Do Consumers Consume Fashion Online? A Practice-Theoretical Inquiry

Use of Brand Community Markers to Engage Existing Lifestyle Consumption Communities and Some Ethical Concerns

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