Dynamiques d’activation,de partage et d’accumulation des connaissances au sein des communautés autonomes de consommateurs en ligne,aux niveaux individuel et collectif

Abstract

Résumé

Facilitant le partage des connaissances latentes des consommateurs, les communautés autonomes de consommateurs en ligne constituent des communautés de pratique de consommation. S’inspirant des études sur la gestion des connaissances, cet article étudie les dynamiques d’activation et d’accumulation des connaissances des consommateurs au sein des communautés en ligne dans le cadre naturel d’un forum en ligne. Cette étude netnographique identifie différents modèles d’activation des connaissances, en donnant un aperçu du type de connaissances des consommateurs qui émerge au sein des communautés en ligne autonomes. Différentes caractéristiques des communautés en ligne, et notamment la présence éventuelle de connaissances rares, la diversité des points de vue ou la valeur ajoutée d’opinions similaires, sont exploitées afin de produire différents types de connaissances collectives. Cette étude contribue à la littérature sur les communautés en ligne en décomposant les dynamiques de partage et d’accumulation des connaissances dans les communautés autonomes, qui agissent comme des communautés de pratique de consommation et participent au renforcement du pouvoir des consommateurs en développant des connaissances collectives à partir d’activations individuelles. Elle contribue à la littérature consacrée aux connaissances des consommateurs en caractérisant l’activation et l’accumulation des connaissances, tant au niveau individuel que collectif.

Keywords

accumulation des connaissances collectives communautés en ligne communautés de pratique communautés virtuelles création de connaissances partage des connaissances renforcement du pouvoir des consommateurs

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