The Impact of Social Interactions in Online Businessmen Communities on Sales Performance

Abstract

Abstract:

Online community is of vital importance for enterprises in expanding potential market. Drawing on social network theory and social exchange theory, the authors investigate the impact of social interactions of community members in online businessmen communities. Based on data from real businessmen community, we examine how the characteristics of social interactions and third-party ratings influence online sales performance of e-vendors represented by community members. The results indicate a positive relation between both frequency and response speed of community members in online communications and their sales performance, which is mediated by network centrality of community members in online social network. Besides, third-party ratings on e-vendors represented by community members positively moderate the influence of social interactions on the network centrality of community members.

Key words: online businessmen community, social interaction, social network, network centrality, performance

Zhang Yin, Lu Baozhou, Hu Bo. The Impact of Social Interactions in Online Businessmen Communities on Sales Performance[J]. , 2018, 30(11): 119-129.

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