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

See all articles by Massimo Franco

Massimo Franco

Università degli Studi di Napoli Federico II - Department of Political Science

Francesca Di Virgilio

Università degli Studi del Molise

Loredana Di Pietro

University of Molise

Date Written: September 15, 2011

Abstract

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

Franco, Massimo and Di Virgilio, Francesca and Di Pietro, Loredana, A Conceptual Representation of Consumer’s Group Knowledge and the Possible Role of New Technologies (September 15, 2011). International Journal of Digital Content Technology and its Applications, Vol. 4, No. 5, 2010. Available at SSRN: https://ssrn.com/abstract=1927857

Massimo Franco

Università degli Studi di Napoli Federico II - Department of Political Science ( email )

via Mezzocannone, 4
Napoli, 80138
Italy
0812534086 (Phone)
0812534061 (Fax)

HOME PAGE: http://www.docenti.unina.it/massimo.franco

Francesca Di Virgilio (Contact Author)

Università degli Studi del Molise ( email )

Via De Sanctis
Campobasso, Campobasso (CB) 86100
Italy

Loredana Di Pietro

University of Molise ( email )

Via de Sanctis
86100 Campobasso
Italy
00390874404460 (Phone)
00390874418924 (Fax)

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