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Exploring Consumptive Moments of Value‐Creating Practice in Online Community
Author(s) -
Hartmann Benjamin J.,
Wiertz Caroline,
Arnould Eric J.
Publication year - 2015
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20782
Subject(s) - construct (python library) , value (mathematics) , online community , vitality , psychology , consumption (sociology) , through the lens metering , sociology , social psychology , lens (geology) , computer science , world wide web , social science , philosophy , theology , machine learning , programming language , petroleum engineering , engineering
Conceptual blind spots persist when it comes to understanding the value of consumptive dimensions of participation, such as lurking, in online community. This article uses a practice‐theoretical lens to conceptualize the consumptive moments of online community practices and explores how they shape different value outcomes. Building on a mixed‐method investigation through two studies within an online gardening community, findings reveal two specific consumptive moments, direct and vicarious, and their differential role in the creation of community engagement and vitality. These findings suggest that lurking is not adequately described as a unidimensional construct, but is best understood as vicarious consumptive moments of specific online community practices with distinctive value outcomes. Implications for research on online consumption community are discussed.