Understanding the online consumer: A typology of online relational norms and behavior
Article first published online: 27 DEC 2001
Copyright © 2002 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.
Journal of Interactive Marketing
Volume 16, Issue 1, pages 40–55, Winter 2002
How to Cite
Mathwick, C. (2002), Understanding the online consumer: A typology of online relational norms and behavior. J. Interactive Mark., 16: 40–55. doi: 10.1002/dir.10003
- Issue published online: 27 DEC 2001
- Article first published online: 27 DEC 2001
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. © 2002 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.