A Conceptual Representation of Consumer’s Group Knowledge and the Possible Role of New Technologies
International Journal of Digital Content Technology and its Applications, Vol. 4, No. 5, 2010
11 Pages Posted: 15 Sep 2011
Date Written: September 15, 2011
The purpose of this article is to encourage research on the aspects of consumer behaviour, particularly as found in groups of consumers. For both researchers and practitioners, consumer knowledge is a critical factor in creating competitive success over time. But there is a gap in the knowledge management literature, which has recognized the importance of the customer as a source of knowledge, but has not recognized the importance of a group of consumers as well. Scholars, in fact, have not generally included a group of customers as a level of analysis.
We present in this paper a conceptual representation of consumer’s group knowledge and we question about the possible role of new technologies in this representation. We have explored as much detail as possible if and how a group might be conditioned by intra-group dynamics in purchase decision making.
The model’s theoretical base comes from group’s dynamics and organizational behaviour literature.
Keywords: Consumer’s group knowledge, group’s dynamics, new technologies, conceptual representation
JEL Classification: C92, D11, D83, D91
Suggested Citation: Suggested Citation