How Virtual Communities Affect Consumer Decision

Internet has caused an evolution in the world. People have adapted it easily and quickly, it became indispensable part of our life. Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. People can find almost everything on the internet, it is the one of the most important information source for consumers. And with the rise of the Internet, virtual communities have been used by the most of the population and very popular among consumers. People share their knowledge, experiences to each other by uploading text, picture and video within virtual communities.

Consumer decision process has four stages which are need recognition, search for information, pre-purchase evaluation and post-purchase evaluation. In this study, the determinant and effects of virtual community on consumer decision process explained. And also, relationship between four stages of consumer decision process and influencing factors of virtual community effect are evaluated. Besides, Key implications for managers, marketers, and market researchers are discussed.In order to gain data, the survey method has been conducted and survey was spread online.

In Turkey, there is a virtual community which is Sikayetvar.com. People can write their complaints about products and services. Most companies care about these complaints and they try to solve people’s problems. This may increase brand and customer loyalty. Advertising in communities of transaction is a very efficient way for companies.

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Resource: How Virtual Communities Affect Consumer Decision, Emre BAŞTAN