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◆ 論文

The Role of "Customer-to-Customer" Interaction on Computer Networks



著者:Jiro KOKURYO ( Keio University )

価格(税込)¥550
サイズA4
ページ数16 ページ
発行年月1998年 12月
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商品の説明

This paper discusses how computer networks provide channels forcustomer-to-customer (C-to-C) communication and how such interactionchanges the dynamics of the marketplace . The author identifies threeprimary patterns of communication involving sellers and customers inthe market. First is the traditional mass marketing communicationemploying one-way media from the seller to the customers. Second is"one-to-one" marketing based on two-way interactive communicationbetween the seller and the customers. Third is the C-to-Cinteraction, in which customers directly communicate with one another. A case research describes how users of Hewlett-Packard miniaturecomputers voluntarily organized themselves on an electronic bulletinboard to make the machine accommodate Japanese. A quantitativeresearch on the nature of C-to-C interaction on electronic bulletinboards indicates the importance of "heavy users" -users of productswho take initiatives in forming and operating user groups- in thecreation of active C-to-C interaction. The research also suggests thatthe over-presence of sellers tends to weaken C-to-C interaction.

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