集体消费网络

Elina Närvänen, E. Gummesson, H. Kuusela
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引用次数: 22

摘要

目的:本文的目的是引入网络视角来研究集体消费。作者研究了围绕芬兰鞋类品牌形成的异质消费集体的特征。这个案例具有理论和实践意义。它与以往研究的不同之处在于,它突出了消费者的基层活动、面对面的互动和强大的预先存在的社会关系。设计/方法论/方法-采用不同的数据生成方法进行定性案例研究,包括访谈,参与者观察和文化材料,如报纸文章和照片。研究发现——引入了集体消费网络的新概念。将消费集体划分为五种类型,分别为场所型、品牌型、活动型、理念型和社会关系型消费集体。在集体中,关系的强度和品牌的作用各不相同。实用……
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The collective consumption network
Purpose – The purpose of this paper is to introduce a network perspective to the study of collective consumption. The authors examine the characteristics of heterogeneous consumption collectives formed around a Finnish footwear brand. The case is both theoretically and practically relevant. It differs from previous research by featuring consumer grassroot activities, face-to-face interaction and strong pre-existing social relationships. Design/methodology/approach – Qualitative case study research was conducted with different methods of data generation including interviews, participant observation and cultural materials such as newspaper articles and photos. Findings – A new concept of collective consumption network is introduced. Five kinds of consumption collectives are identified, including place focussed, brand focussed, activity focussed, idea focussed and social relations focussed consumption collectives. The strength of ties as well as the role of the brand varies within the collectives. Practical ...
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