This research explores the effects of online community attributes, based on Preece's sociability and usability framework, on consumer benefits. Conducting an online survey in South Korea with 351 participants, the study identifies purpose, people, and policy as key dimensions of sociability, and dialogue, social interaction, and navigation as central to usability. The findings affirm the framework's predictive validity, showing sociability impacts social benefits and usability affects functional benefits, yet no cross-effects were observed. This study offers a valuable assessment tool for retailers and brand companies to evaluate and strategize their online communities.
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Kim, Hye‐Shin, Jin Yong Park, and Byoungho Jin. "Dimensions of online community attributes: Examination of online communities hosted by companies in Korea." International Journal of Retail & Distribution Management 36.10 (2008): 812-830.
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