Cyber-mavens and online flow experiences: Evidence from virtual worlds
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- 作者：Stuart J. Barnesa ; stuart.barnes@kcl.ac.uk" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Andrew D. Presseyb ; a.pressey@bham.ac.uk" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae
- 关键词：Market mavens ; Cyber-mavens ; Virtual worlds ; Flow ; Consumer innovativeness
- 刊名：Technological Forecasting & Social Change
- 出版年：2016
- 出版时间：October 2016
- 年：2016
- 卷：111
- 期：Complete
- 页码：285-296
- 全文大小：430 K
文摘
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Examines market maven propensity across real-life, web and virtual world channels.
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Cyber-mavens are found have a greater tendency to experience flow in virtual worlds.
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Cyber-mavens are more likely to trial new products to satisfy hedonistic motives.
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Managers and policy-makers should focus on identified maven features to obtain value.