Abstract
This study focuses on investigating the structure of online product review communities and its impacts on consumer behavior. The study is divided into three topics. Study 1 investigates product discussion network structure and its impacts on attracting the attention of lurkers. Collective action theory is used to explain how network structure characteristics incite the interests of lurkers. The results indicate that network density decreases the attraction of the lurkers, while the existences of opinion leaders, the number of components increase lurkers’ attention. Study 2 investigates the factors that influence individual’s attitude in online communities. The study applies hierarchical linear model to examine the impacts of group network structures and individual’s position in the network on individual’s attitude to the product. Network cohesion and individual’s brokerage position increase individual’s attitude to the product; product rating controversy and individual’s indegree centrality decrease the attitude to the product. Furthermore, the moderation effects of network cohesion on individual’s indegree centrality and brokerage position are confirmed. Study 3 focuses on network patterns and actor attributes that have tendency to form a tie. Reciprocal relations have a significant tendency to form a tie. The brokerage position in different network patterns has different influences in forming a tie. People are likely to form a tie with those who have similar active level in product discussion network. The aim of these studies is to apply social network structure features, collective action theory and social influence theory to interpret consumers’ behaviors in product review online communities. The results provide some insights to online community operators.