Network Positions and Contributions to Online Co-creation

摘要：

　　Based on social network theory,this study suggested how a consumer”s network positions in the friendship-based network influences the consumer”s contributions to online co-creation.Using panel data collected from MIUI online co-creation community in mainland China,we found strong evidence for the suggested influence of network positions on contribution behavior.Specifically,we proved that a consumer”s degree centrality and closeness centrality had positive effects on contributions to online cocreation.However,there was a negative relationship between consumer”s betweenness centrality and contributions to online co-creation.This study broadens our understanding about how consumer”s friendship-based network positions shape consumer”s contribution behavior in online co-creation platforms.

关键词： Network Positions Online Co-creation Contribution Social Network Analysis

作者: Xue Yang Guoxin Li

作者单位: School of Management,Harbin Institute of Technology,Harbin,China

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 44-50

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）