Investigating the Dynamic Engagement Behavior in Virtual Customer Environments
"Taiwan Plukers on Education and Technology @Facebook (TPET) is Taiwan’s largest and most popular Facebook based virtual communities with the aim of providing a platform for teachers to exchange, discussion and knowledge sharing. Therefore, it’s essential
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Abstract. "Taiwan Plukers on Education and Technology @Facebook (TPET) is Taiwan's largest and most popular Facebook based virtual communities with the aim of providing a platform for teachers to exchange, discussion and knowledge sharing. Therefore, it’s essential to investigate ways to facilitate active engagement behavior of members to obtain the most potential benefits. This study identifies IS characteristics as triggers to explore the dynamic and iterative nature of engagement behavior by multi-criteria decision making (MCDM) analysis. Major findings can provide helpful guidance for TPTE managers’ decision making regarding to enhance members’ engagement behavior and promote the sustainable development of the community, and ultimately improve the quality of teaching to create more innovative educational value for students. Keywords: Virtual Customer Environment, Customer Engagement, ServiceDominant Logic.
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Introduction
“Taiwan Plurkers on Education & Technology at Facebook” (TPET@FB, TPET hereafter), a spontaneous virtual customer environment (VCE) for learning, emerges under the popularity of social networking sites. TPET is composed of around 2000 members with great enthusiasms on integrating information technology into their teaching, who also participate actively in VCEs to contribute and share their experiences in this regard. TPET leverages Web 2.0 features to facilitate members’ active engagement. How to reach this goal effectively has been an important issue. Though related issues have been studied well [e.g., 1-4], most of these researches are quantitative in nature and need to make assumptions about specific cause effect relationship between constructs before validation. This study applies multi-criteria decision making (MCDM) tools instead with the desired feature of relieving the constraint for prior assumptions to provide complementary insights on the complicated, dynamic, and iterative VCE issues.
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Corresponding author.
James J. (Jong Hyuk) Park et al. (eds.), Future Information Technology, Lecture Notes in Electrical Engineering 309, DOI: 10.1007/978-3-642-55038-6_34, © Springer-Verlag Berlin Heidelberg 2014
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H.-M. Chuang and C.-K. Lin
In sum, major research objectives of this study can be listed as follows: (1) Identify the motivating factors for driving customers participate voluntarily in value cocreation activities in VCEs; (2) Explore the dynamic nature value co-creation activities in VCEs; and (3) Suggest strategies for designing and prompting VCEs to attract potential contributors.
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Literature Review
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Service-Dominant Logic
Lusch, Vargo, and Wessels [5] emphasized the importance of service-dominant logic (S-D logic) as a framework for clarifying the concept of service and its role in exchange and competition. According to them, “S-D logic is based on an understanding of the interwoven fabric of individuals and organizations, brought together into networks and societies, specializing in and exchanging the application of their competences for the applied compete
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