Department of Management

Understanding consumer motivations for interacting in online food communities – potential for innovation

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This study contributes to the understanding of online user communities as a potential source of innovation. That would require an interest from users in interacting in such communities. In order to establish interaction, users must provide as well as consume information. However, depending on the innovation task, one may be more important than the other. It is therefore important to understand, how companies can increase user willingness to engage in these different interaction forms.
This study investigates the influence of various motivation factors and user interests on intention to provide or consume information in online food communities. A survey was conducted among 1009 respondents followed by analysis based on Structural Equation Modelling. Results revealed the effect of motivation factors to be stronger than basic consumer interests indicating that companies can influence the intended interaction. More specifically, possibility for self-marketing, improvement of product/skills and expected process enjoyment could be emphasised for supporting information provision. Only possibility for improving product/skills should be emphasised to support information consumption. Product and process interests may have minor influences on the intended interaction, but are not sufficient for establishing interaction in online communities.
Original languageEnglish
Publication year2015
Publication statusPublished - 2015
EventEuropean Association of Agricultural Economists: Consumer Behavior in a Changing World: Food, Culture and Society - Naples, Italy
Duration: 25 Mar 201527 Mar 2015


ConferenceEuropean Association of Agricultural Economists

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ID: 96790060