Understanding the online consumer: A typology of online relational norms and behavior

Charla Mathwick

317 citations0/0 files storedJournal of Interactive Marketing

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Digital Marketing and Social Media Customer Service Quality and Loyalty Knowledge Management and Sharing

Abstract

Relational norms governing Web-based interaction provide the basis for a typology of relationship orientation manifested by consumers online. Clustering techniques are applied to survey data collected online to identify four groups: Transactional Community Members, Socializers, Personal Connectors, and Lurkers. Cluster assignment is validated by examination of segment means, under volitional versus constraint-based marketing contexts. Relational profiles are developed, differentiated by the strength of relational norms and exhibited interactive behavior. Results suggest investment in community-building infrastructure (i.e., chat rooms, bulletin boards, interactive events), has a positive effect on the future loyalty intentions of highly relational patrons. Implications and future research directions are discussed.

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1992Alternative Ways of Assessing Model Fit 1990Comparative fit indexes in structural models.1994The Commitment-Trust Theory of Relationship Marketing 1985A Conceptual Model of Service Quality and Its Implications for Future Research 2025Advances in Consumer Research 1960The Norm of Reciprocity: A Preliminary Statement 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research

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