Research on characteristics of online community research and effective construction of co-creative community on online community

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K03757
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Osaka University of Economics (2017); Tokuyama University (2015-2016)
• Principal Investigator: Haga Mayomi 大阪経済大学, 経営学部, 准教授 (60327963)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: マーケティングリサーチ / 参加行動 / MROC / 構造方程式モデリング / ネットワーク分析 / 文化的個人特性 / 価値共創 / モデレーター

Outline of Final Research Achievements

The purpose of this research is to explore online community research which is promising as a new investigation method to support co-creation of value of enterprise and customer "1. Effective construction method of enterprise and customer value creation community" and "2. Clarification of research characteristics of on-line community research ".
In this study, we have verified statistically how the cultural characteristics of individuals and moderator intervention method are related to "participation intention" and "writing behavior". We also have obtained academic knowledge by quantifying the community structure and visualizing it by using structural equation modeling and network analysis.

Free Research Field

マーケティング・リサーチ