8.

1 Understanding The Online Consumer: A Typology of

Online Relational Norms and Behavior
Kelompok 5
Mas Dhiradharana
Richwan
Santa Christina LB
Nabila Giovanna W
Latar Belakang
● Budaya dasar di internet adalah
saling berbagi.
● Norma menjaga individu dari
perbuatan oportunis dan sebagai
mekanisme dasar dalam
pembentukan hubungan.

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Tujuan
Mengetahui online relational
behavior yang muncul di antara
transactional community
sponsors dan patron mereka.

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Metode Riset
1. Sampel adalah individu yang
berpengalaman belanja online
(terkumpul 5.000 responden).
2. Menggunakan non-probability
sampling.
3. Survei online.
4. Diolah menggunakan LISREL VII
dan cluster analysis.

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Hasil
Pernyataan

H1 The strength of the communal norms governing online Supported

interaction will be positively related to the perceived
enjoyment, escapism and entertainment value of the online
marketing relationship

H2 The strength of the exchange norms governing online Partially supported

interaction will be positively related to real or perceived
switching costs created through contract, continuity
barriers, or perceived switching effort.

H3 Consumers operating under heightened relational norms Supported

will evidence significantly higher levels of Online loyalty
intention.
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