From Toy to Tool: How Today's Online Audience Views Community

Basex
April 1, 2001
20 Pages - SKU: BSX482304
License type:
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Countries covered: United States

From Toy to Tool: How Today's Online Audience Views Community

 
Internet users, especially online shoppers, place a high value on community applications as a resource to conduct research for purchasing and other business decisions. This audience, however, is also sensitive to the investment of time required to derive value. The online user wants community programming in an efficient, value-driven package. Member-driven reviews, a part of Community of Reliance programming, accomplish this.

But how else do online users interact with community tools? What are their hot buttons and turnoffs? Basex surveyed 800 Internet users with a 28-question online survey on users' attitudes towards community applications, including message boards, chat rooms and user-generated reviews. The results are required reading for managers of sites looking to engage their viewers and do business online.



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