increasing membership in online communities: the five principles of managing virtual club economies

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  • 8/2/2019 Increasing membership in online communities: The five principles of managing virtual club economies

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    DBHV@JXDBL E@EF@VXND[ DB GBODB@HGEEPBD]D@X 3 ] N@ IDY@ [VDBHD[O@X GIEJBJLDBL YDV]PJO HOPF @HGBGED@X

    Cgbj}njb Fdxng{

    Lojegvljb Fo`bm`m O`jvbdbl O}m/ ]n` L]d Xpd}`/ Yjoo`tx Dbbgyj}dgb H`b}v`/ Bjydlj}dgb [jva/ Jf`vhtbgb/ \jo`x/ HI=0 =XB/ PA

    cgbj}njbKcgbj}njbfdxng{"hge

    J FX]VJH]

    D} njx f``b jvlp`m }nj} }n` hgbxpe{}dgb gi hopf lggmx/ |n`v` jhh`xx }g }n`e dx `~hopmjfo` jbm bgb%vdyjovgpx/ v`zpdv`x g{}dejo `~hopxdgb jx |`oo jx dbhopxdgb" Dbhv`jxdbl e`ef`vxnd{ j{{`jvx }g f` j

    {jv}dhpojv hgbh`vb igv {vgydm`vx gi gbodb` hgeepbd}d`x jbm db jmmd}dgb dbhv`jxdbl }n` {jv}dhd{j}dgb gi }n`e`ef`vxnd{ joxg x``ex }g f` de{gv}jb}" ]ndx {j{`v m`idb`x gbodb` hgeepbd}d`x jx ydv}pjo hopf`hgbged`x/ jx }n`t gi}`b `~dx} }g joog| }n`dv e`ef`vx }g xnjv` hopf lggmx" ]n` {j{`v `~{ogv`x yjvdgpx

    xghdjo b`}|gvadbl x`vydh`x/ idbmdbl }nj} }ngx` |d}n }n` ndln`x} bpef`v gi xpfxhvd{}dgbx igoog| }n` lpdm`odb`x {vg{gx`m db jb dbiop`b}djo fgga gb gbodb` hgeepbd}d`x jbm {vg{gx`x idy` {vdbhd{o`x gi ejbjldbl }n`x` ydv}pjo hopf `hgbged`x" ]n`x` v`zpdv` jx {jv} gi j x}vj}`lt igv {vgydm`vx }g abg| }n`dv }`hnbgoglt/ abg| }n`dv xpfc`h} ej}}`v/ abg| }n`dv x}vj}pe gi }n` |dm`v ydv}pjo `hgbget/ abg| }n`dv

    {godhd`x jbm abg| }n`dv {pv{gx`" @jhn gi }n`x` {vdbhd{o`x dx `ojfgvj}`m gb jbm }n` {j{`v hgbhopm`x }nj} }n` po}dej}` {pv{gx` gi j ydv}pjo hopf `hgbget dx }g ej~dedx` }n` jyjdojfdod}t gi d}x hopf lggmx/ xphn jxhgb}`b} }g e``} d}x db|jvm lgjox gi xpx}jdbdbl d}x `~dx}`bh` jbm {vgydmdbl igv d}x e`ef`vxnd{ jbm |dm`v gfc`h}dy`x }nj} xpll`x} j {pv{gx` }g gp}xdm`vx jbm ldy` dbxdm`vx }n` eg}dyj}dgb }g v`ejdb jx e`ef`vx"

    A @T\GVMX

    Ydv}pjo hgeepbd}d`x/ `%hgee`vh`/ `hgbgedhx/ xghdjo b`}|gvadbl

    :" DB]VGMPH]DGB D} njx f``b jvlp`m }nj} }n` hgbxpe{}dgb gi hopf lggmx/ |n`v` jhh`xx }g }n`e dx `~hopmjfo` jbmbgb vdyjovgpx/ v`zpdv`x g{}dejo `~hopxdgb jx |`oo jx dbhopxdgb Q:U" Dbhv`jxdbl e`ef`vxnd{j{{`jvx }g f` j {jv}dhpojv hgbh`vb igv {vgydm`vx gi gbodb` hgeepbd}d`x Q6U jbm db jmmd}dgbdbhv`jxdbl }n` {jv}dhd{j}dgb gi }n` e`ef`vxnd{ joxg x``ex }g f` de{gv}jb} Q8/=U" ]n`x` e`ef`vxjv` }n` {jv}dhd{jb}x db }n` `hgbgedh xtx}`e/ jbm njy` joxg f``b hjoo`m jl`b}x Q0U gv jh}gvx Q9U"]n` oj}`v gi }n`x` |doo f` px`m }nvgplngp} }ndx jv}dho`"

    ]n` xphh`xx gi hgb}`e{gvjvt xghdjo b`}|gvadbl x`vydh`x/ |ndhn njy` hge` }g f` }n` `bjfo`v gi ydv}pjo `hgbged`x/ dx gi}`b e`jxpv`m ft }n` bpef`v gi xpfxhvdf`vx }n`t ejbjl` }g jhhvp`/ jx}ndx gi}`b e`jbx }n`t jv` jfo` }g x`oo egv` jmy`v}dxdbl x{jh` }g mdx}vdfp}gvx gi {vdyj}` lggmx/ jxdx }n` hjx` |d}n EtX{jh`/ Gvap}/ Ijh`fgga jbm Ivd`bmx}`v/ |ndhn j} }n` }de` gi |vd}dbl

    v`x{`h}dy`ot njm }n` ndln`x} o`y`ox gi e`ef`vxnd{ gi joo Hdvho` gi Ivd`bmx fjx`m xghdjob`}|gvadbl x`vydh`x" ]n` Hdvho` gi Ivd`bmx .HgI$ dx j mj}jfjx` mvdy`b {vglvjeedbl }`hnbdzp`}nj} joog|x jh}gvx }g ejbjl` }n`dv xghdjo b`}|gva jbm xnjv` d} |d}n g}n`vx/ |ndhn |jx dbd}djootpx`m db f`}j gb j |`fxd}` hjoo`m/ J Lpdm` }g Vgfdb Nggm jbm Bgv}n`vb @blojbm db :444 jbm}n`b igve`m {jv} gi j |`fxd}` hjoo`m Oojb}vdxjb} Gbodb` db 6;;: f`igv` f`dbl jmg{}`m ftIvd`bmx}`v db 6;;6 jbm EtX{jh` db 6;;8 QU" ]n`x` `jvod`v }|g gi }n`x` |`fxd}`x xnjv` xdedojv i`j}pv`x }g oj}`v }|g/ |ndo` mdii`vdbl ivge }n`e db }nj} }n`dv e`ef`vxnd{ dx egv` n`}`vgl`b`gpx}njb ngegl`bgpx" ]ndx |gpom j{{`jv }g xpll`x} }nj} }n` a`t }g ljdbdbl j ndln e`ef`vxnd{ dxm`y`og{dbl j xd}` }nj} j}}vjh}x mdy`vx` lvgp{x gi dbmdydmpjox/ fp} }ndx vjdx`x }n` zp`x}dgb gi

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    |n`}n`v }n` xghdjo b`}|gvadbl x`vydh`x |d}n }n` ndln`x} xpfxhvd{}dgbx jv` jh}pjoot hj{jfo` gi hj}`vdbl }g }n` mdy`vx` b``mx gi }n` e`ef`vxnd{ db }n` |jt }nj} x}jbm jogb` gbodb` hgeepbd}d`x|d}n j ngegl`bgpx px`v fjx` jv` jfo` }g"

    6" DBY@X]DLJ]DBL XGHDJO B @]\GVA X@VYDH@X

    ]n`v` njx f``b jb `~{ogxdgb db ydv}pjo hopf `hgbged`x xdbh` }n` `bm gi }n` :44;x |n`b j og} gi ng| }g fggax gb gbodb` hgeepbd}d`x |`v` {pfodxn`m" Db }ndx hgb}`~} j ydv}pjo hopf `hgbgethjb f` x``b }g f` jb gbodb` hgeepbd}t }nj} `~dx}x }g xnjv` hopf lggmx pxdbl jb g{}dejo o`y`o gi

    {vdyj}` lggmx" Gb` ndlnot dbiop`b}djo fgga gb m`y`og{dbl ydv}pjo hopf `hgbged`x |jxHgeepbd}t Fpdomdbl gb }n` \`f ft Jet Cg Ade Q4U" ]ndx fgga x`} gp} j ivje`|gva igv

    fpdomdbl gbodb` hgeepbd}d`x }nj} jv` xphh`xxipo jbm d}x hgb}`b}x o`m }n` jp}ngv }g |gbm`v |n`}n`v xge` gi }n` o`jmdbl gbodb` hgeepbd}d`x jh}pjoot igoog| d}" Ade xpll`x}x }g fpdomxphh`xxipo gbodb` hgeepbd}d`x }n`v` b``mx }g f` e``}dbl {ojh`x/ xpf lvgp{x jbm px`v {vgido`x/jbm }n` xd}` b``mx }g |`ohge` ydxd}gvx/ dbx}vph} bgydh`x/ v`|jvm v`lpojvx/ `e{g|`v o`jm`vx/ngbgpv `om`vx/ m`y`og{ lvgpbm vpo`x/ `bigvh` {godhd`x/ `ygoy` vpo`x/ xp{{gv} `y`b}x jbm joog| igv vd}pjox"

    6":" E`}ngmgoglt

    J xpvy`t gi }n` egx} bg}jfo` xghdjo b`}|gvadbl x`vydh`x |jx hjvvd`m gp}/ |ndhn |`v` x`o`h}`m ftv`i`vvdbl }g }n` Odx} gi xghdjo b`}|gvadbl x`vydh`x {jl` gb \dad{`mdj" \dad{`mdj dx xpfc`h} }gjfpx` ivge dbmdydmpjox |d}n y`x}`m db}`v`x}x/ |ndhn e`jbx }nj} }n`v` jv` gi}`b gedxxdgbx jbmdbjhhpvj}` dbhopxdgbx" Ng|`y`v j x}pmt njx igpbm }nj} \dad{`mdj jv}dho`x jv` xge`}de`x jxjhhpvj}` jx }ngx` db @bhthog{j`mdj Fvd}jbbdhj Q:;U/ jo}ngpln }ndx {jv}dhpojv x}pmt mdm bg} x`o`h}d}x jv}dho`x j} vjbmge xg d} dx zp`x}dgbjfo` |n`}n`v l`b`vjodxj}dgbx hjb f` ejm`" M`x{d}` }n`x`vdxax gi dbjhhpvjht jbm {jv}djod}t/ }n` odx} jyjdojfo` gb \dad{`mdj |jx px`m igv }ndx x}pmt" J }g}jogi 46 xghdjo b`}|gvadbl x`vydh`x |`v` hgbxdm`v`m/ |d}n 6> gi }n`x` f`dbl mdxv`ljvm`m igv jbpef`v gi v`jxgbx/ dbhopmdbl }nj} }n`v` |`v` ojblpjl` dxxp`x/ jl` v`oj}`m fjvvd`vx/ jbm hogx`me`ef`vxnd{ mdiidhpo}d`x"

    ]n` xpvy`t hgbxdx}`m gi pxdbl fdbjvt bg}j}dgb }g `bhgm` |n`}n`v }n` xghdjo b`}|gvadbl x`vydh`xx`o`h}`m hge{od`m |d}n }n` hvd}`vdj gi Q4U" @jhn hvd}`vdgb |jx ldy`b j yjop` fjx`m gb }n` bpef`v gi {jl`x m`mdhj}`m }g }n`e ft Ade" Di j xghdjo b`}|gvadbl x`vydh` {jxx`m }n` hvd}`vdj }n`t |`v`jxxdlb`m }ndx yjop` jbm di bg} }n`t xhgv`m ; igv }nj} hvd}`vdgb" ]n` }g}jo gi }n` hvd}`vdj xhgv`x|`v` hjohpoj}`m jbm }n` xghdjo b`}|gvadbl x`vydh` jxxdlb`m }ndx jx j xhgv`"

    6"6" V`xpo}x

    J hopx}`v jbjotxdx jx m`xhvdf`m ft Q::U |jx hjvvd`m gp} gb }n` mj}j" Idy` hopx}`vx |`v` dm`b}did`mjx {v`x`b}`m db ]jfo` :" Jx hjb f` x``b ivge }ndx }jfo`/ }n` hopx}`v |d}n }n` og|`x} bpef`v gi xpfxhvdf`vx xhgv`m og|`x} db v`i`v`bh` }g e``}dbl Adex hvd}`vdj jbm }n` }|g hopx}`vx |d}n }n`ndln`x} bpef`v gi xpfxhvdf`vx njm }n` ndln`x} xhgv`x" ]ndx xpll`x}x }nj} Adex lpdm`odb`x igv m`y`og{dbl gbodb` hgeepbd}d`x di igoog|`m hjb o`jm }g ndln`v bpef`vx gi xpfxhvdf`vx" \nj} dxj{{jv`b} ivge }n` hopx}`v jbjotxdx dx }nj} }n` hopx}`v |d}n }n` og|`x} bpef`v gi xpfxhvdf`vx mdmbg} njy` jbt xpf lvgp{x jbm mdm bg} dbx}vph} b`| e`ef`vx gb ng| }g px` }n` hgeepbd}t" ]ndxxpll`x}x }nj} }n` xghdjo b`}|gvadbl x`vydh`x }nj} joog| }n`dv e`ef`vx }g ejbjl` }n`dv g|b

    jiijdvx/ xphn jx xpfc`h}x gi db}`v`x} jv` egv` oda`ot }g dbhv`jx` }n`dv xpfxhvd{}dgbx" Joxg j{{jv`b}|jx }nj} }n` hgeepbd}d`x |d}n }n` ndln`x} bpef`v gi xpfxhvdf`vx joxg njm }n` egx} `ii`h}dy`m`{ogte`b} gi {godhd`x" ]n` egx} {g{pojv hgeepbd}d`x |`v` joxg }ngx` |ng j{{`jv`m }g abg|}n`dv e`ef`vx |`oo jbm }gga db}g jhhgpb} }n` eg}dyj}dbl ijh}gvx gi v`lpojv px`vx"

  • 8/2/2019 Increasing membership in online communities: The five principles of managing virtual club economies

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    ]jfo` :" Hopx}`v Jbjotxdx gi }n` Mj}jx`}

    Hopx}`v : 6 8 = 0Xpfxhvdf`vx 8 ; /9 :: = /8 ;; /; ;; 9 />;9 /8 60 > /98 >/>; 9Xpf%lvgp{x ; : : : :

    E``}dbl [ojh`x : : : : :[vgido`x : : : : :\`ohge`x Ydxd}gvx : : : : :Dbx}vph}x Bgydh`x ; : : : :V`|jvm V`lpojvx ; ; ; : :@e{g|`v O`jm`vx ; ; ; ; ;Ngbgpv @om`vx ; ; ; ; ;M`y`og{ LvgpbmVpo`x : : : : :

    @bigvh` [godhd x ; ; ; : :@ygoy` Vpo`x ; ; ; ; ;@y`b}x ; ; ; : ;

    Vd}pjox : : : : :Xhgv` :8> :>9 :>9 6=6 :4>

    8" ] G\JVMX IDY@ [ VDBHD[O@X GI X]VJ]@LDHJOOT E JBJLDBL YDV]PJOHOPF @HGBGED@X D} dx x}vgblot jvlp`m ft Edhnj`o [gv}`v }nj} x}vj}`ldh id}/ |ndhn dx }n` v`xpo} gi }n` {gxd}dgbdblhngdh`x }nj} m`}`vedb` bg} gbot |ndhn jh}dyd}d`x j hge{jbt |doo {`vigve jbm ng| d} |doohgbidlpv` dbmdydmpjo jh}dyd}d`x fp} joxg ng| jh}dyd}d`x v`oj}` }g gb` jbg}n`v/ dx jegbl ejbtjh}dyd}d`x }nj} jv` ipbmje`b}jo bg} gbot }g hge{`}d}dy` jmyjb}jl` fp} joxg }g }n` xpx}jdbjfdod}t gi }nj} jmyjb}jl` Q:6U" [gv}`v dbmdhj}`x }nj} d} dx njvm`v igv j vdyjo }g ej}hn jb jvvjt gi db}`vogha`mjh}dyd}d`x }njb d} dx e`v`ot }g ded}j}` j {jv}dhpojv xjo`x igvh` j{{vgjhn/ ej}hn j {vgh`xx}`hnbgoglt/ gv v`{odhj}` j x`} gi {vgmph} i`j}pv`x" D} dx j{{jv`b} ivge }n` jfgy` dby`x}dlj}dgb gi xghdjo b`}|gvadbl x`vydh`x jbm `~{ogvdbl }n` od}`vj}pv` }nj} jb gbodb` hgeepbd}t {vgydm`v dbgvm`v }g igve xphn j x}vj}`lt b``mx }g abg| }n` }`hnbgoglt g{}dgbx }n`t hjb mvj|b gb/ abg|}n` xpfc`h} ej}}`v }nj} |doo igve {jv} gi }n`dv id}/ abg| }n` bj}pv` gi }n` x}vj}pe gi }n`

    {g{poj}dgb }n`t |doo ighpx gb/ abg| }n` {godhd`x }nj} |doo `bjfo` {jv}dhd{j}dgb/ jbm abg| }n` {pv{gx` gi }n` hgeepbd}t jbm ng| d} id}x db}g }n` |dm`v xhn`e` gi }ndblx .x`` Idlpv` :$"

    Abg| tgpv ]`hnbgoglt

    Abg| tgpvXpfc`h} ej}}`v

    Abg| tgpv

    X}vj}pe

    Abg| tgpv[godhd`x

    Abg| tgpv

    [pv{gx`

    Ndln [g}`b}djo Gbodb` Hgeepbd}t gv @%O`jvbdbl Xtx}`e

    Idlpv` :" Idy` ijh}gvx igv hv`j}dbl ndln {g}`b}djo gbodb` hgeepbd}d`x

    8":" Abg| tgpv }`hnbgoglt

    @ydm`b} ivge }n` hopx}`v jbjotxdx dx }n` vgo` }`hnbgoglt xphn jx e``}dbl {ojh`x jbm xpflvgp{x {ojtx db xphh`xxipo gbodb` hgeepbd}d`x/ |d}n gbodb` hgeepbd}d`x |d}ngp} xpf lvgp{x njydbl jog|`v bpef`v gi xpfxhvdf`vx }njb }ngx` }nj} mg" ]ndx xpll`x}x }nj} }n` idvx} x}`{ }g pbm`vx}jbmdbl}n`x` ydv}pjo hopf `hgbged`x dx hgbxdm`vdbl |nj} }t{`x gi hgeepbdhj}dgbx xgi}|jv` jv`

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    jyjdojfo`/ |nj} }t{`x gi j{{odhj}dgb }nj} xgi}|jv` dx f`x} xpd}`m igv/ jbm |nj} d} }ja`x }g fpdomjbm ejdb}jdb lj}n`vdbl {ojh`x pxdbl }nj} xgi}|jv` Q4U" \n`b }ndbadbl jfgp} gbodb` hgeepbd}t}`hnbgoglt d} dx de{gv}jb} }g mdx}dblpdxndbl f`}|``b }ngx` }nj} jv` {vdyj}` lggmx jbm }ngx` }nj}jv` hopf lggmx"

    ]n`v` jv` ejbt }`hnbgogld`x }nj} ijhdod}j}` lvgp{ xghdjo db}`vjh}dgb db gbodb` hgeepbd}d`x/

    |ndhn xp{{gv} ejbt mdii`v`b} igvej}x gi hgby`vxj}dgb/ ivge xdepo}jb`gpx e``}dbl gi mgs`bx gi hnj}}`vx }g `~}`bm hgoo`h}dy` hgvv`x{gbm`bh` jfgp} |`dln}t }g{dhx db gbodb` igvpex Q:8U" Gbodb`hgeepbd}d`x hjb f` `x}jfodxn`m ft dbhopmdbl hgeepbdhj}dgb }ggox }nj} njy` f``b jx `d}n`v xtbhnvgbgpx gv jxtbhnvgbgpx }ggox Q:=U" ]n`x` jv` }n` ydv}pjo `hgbgetx hopf lggmx jx }n`t jv`}n` ijhdod}d`x {vgydm`m ft }n` hopf" ]n` njvm|jv`/ xgi}|jv`/ fjbm|dm}n jbm }de` }nj} }n` jh}gv }nj} dx j e`ef`v gi }n` hopf px`x }g jhh`xx jv` {vdyj}` lggmx f`hjpx` g}n`vx jv` `~hopm`m ivgepxdbl }n` xje` hge{p}`v jbm gbh` }n` fjbm|dm}n dx p}dodx`m d} hjbbg} f` xnjv`m ft jbtgb` `ox`gb }n` xje` hgbb`h}dgb"

    ]n` ijhdod}d`x gb gii`v db j ydv}pjo hopf `hgbget dbmdhj}` }n` l`bv` gi gbodb` hgeepbd}t }n`|`fxd}` idbmx d}x`oi hj}`lgvdx`m db" ]n`v` jv` x`y`vjo ejdb }t{`x gi gbodb` hgeepbd}t}`hnbgoglt Q:8U/ |ndhn |`v` `~{jbm`m }g hgbxdx} gi x`y`b xgodm l`bv`x/ bje`ot }n` {`vxgbjonge`{jl`/ }n` e`xxjl` fgjvm/ `ejdo odx}x jbm b`|xo`}}`vx/ hnj} lvgp{x/ ydv}pjo |gvomx/ |`foglxjbm mdv`h}gvd`x jbm |dadx jbm nt{`v}`~} idh}dgb Q:0U" Db m`y`og{dbl jb gbodb` hgeepbd}tejbjl`vx |dxndbl }g {vgydm` ijhdod}d`x }g e`ef`vx gi }n`x` ydv}pjo hopf `hgbged`x b``m }g ogga j} }n` jmyjb}jl`x jbm mdxjmyjb}jl`x gi `jhn {oj}igve"

    ]n` jmyjb}jl`x gi }n` {`vxgbjo nge`{jl` dx }nj} }n`t jv` `jxdot p{mj}`m jbm joog| jh}gvx }ghgbb`h} |d}n }ngx` }nj} }n`t abg| }nvgpln o`jydbl e`xxjl`x jbm cgdbdbl j Hdvho` gi Ivd`bmx"]n` mdxjmyjb}jl` gi }ndx l`bv` dx }nj} e`ef`vx gi}`b b``m }g v` v`ldx}`v igv `jhn xd}` jbm hjbbg}pxpjoot }ja` }n`dv Hdvho` gi Ivd`bmx |d}n }n`e/ |ndhn v`zpdv`x }n`e }g hgb}jh} joo }n`dv ivd`bmx }gv`zp`x} }nj} }n`t cgdb" Xghdjo b`}|gvadbl x`vydh`x xphn jx Ijh`fgga njy` ng|`y`v px`m }ndx }g}n`dv jmyjb}jl` }g fpdom p{ j ojvl` odx} gi xpfxhvdf`vx |ng px` }n` gbodb` hgeepbd}d`x }nj} }n`tngx}"

    ]n` jmyjb}jl`x gi }n` e`xxjl` fgjvm l`bv` jv` }nj} {gx}x hjb f` jhh`xx`m j} jbt }de` jbm d} dxgi}`b `jxt }g dlbgv` pbm`xdvjfo` hgb}`b}" ]n` mdxjmyjb}jl`x dbhopm` }nj} }nv`jmx hjb f`hge`

    y`vt ogbl jbm v`jmdbl }nvgpln }n` e`xxjl`x dx }de` hgbxpedbl" D} dx joxg j hnjoo`bl` igv ejbjl`vx }g a``{ }n` }g{dhx v`o`yjb} }g e`ef`vx jbm xge` e`ef`vx ejt o`jy` }n` hopf di mdxhpxxdgbx f`hge` gy`v|n`oedbl" ]n` jmyjb}jl` gi }n` `ejdo odx} dx }nj} d} joog|x jb jh}gv }gv`h`dy` j e`xxjl` jx xggb jx d} dx x`b}/ fp} }n` mdxjmyjb}jl` dx }nj} jh}gvx hjbbg} jo|jtx jhh`xxjb jvhndy` gi e`xxjl`x" Hnj} lvgp{x joog| jh}gvx }g hgeepbdhj}` db v`jo }de`/ fp} {gx}x hjb f`x`b} xdepo}jb`gpxot jbm }n` px`v hjb f`hge` ogx} db }n` hgby`vxj}dgb" Ydv}pjo |gvomx njy` }n`dv jmyjb}jl`x db }nj} }n`t joog| j px`v }g l`} egv` dbygoy`m db }n` hgeepbd}t }nvgpln 8Me`}j{ngvx" Ng|`y`v }n`t njy` }n`dv mdxjmyjb}jl`x db }nj} }n`t v`zpdv` h`v}jdb njvm|jv` jbmxgi}|jv` }nj} bg} joo px`vx njy`" \`foglx jbm mdv`h}gvd`x hjb f` lggm {oj}igvex jx }n`t jv``jxdot p{mj}`m jbm joog| igv v`lpojv jbm ejbjl`m hgb}`b}" ]n` mdxjmyjb}jl` igv e`ef`vx gi }n`hgeepbd}t dx }nj} }n`t hjbbg} x}jv} }g{dhx/ fp} gbot v`x{gbm }g }n`e" \dadx jbm nt{`v}`~}idh}dgb fjx`m x`vydh`x njy` }n`dv jmyjb}jl`x db }nj} }n`t hjb joog| igv hgoojfgvj}dy` |gva gbod}`vjvt {vgc`h}x/ fp} }n`t hjb joxg fvdbl gp} }n` |gvx} db {`g{o`/ xphn jx }n`dv m`x}vph}dy`

    bj}pv`x"Joog|dbl e`ef`vx }g oghj}` g}n`vx hgpom f` jb de{gv}jb} ijh}gv db v`}`b}dgb gi e`ef`vx" \ndox}d} |jx gbh` jvlp`m }nj} }n` ojha gi xghdjo jbm {ntxdhjo hp`x db gbodb` `bydvgbe`b}x eja`x d}mdiidhpo} }g idbm gp} di jbg}n`v gbodb` hgeepbd}t e`ef`v njx xdedojv hnjvjh}`vdx}dhx Q:9U/}`hnbgoglt njx hnjbl`m }ndx joog|dbl gbodb` hgeepbd}t {vgydm`vx }g ijhdod}j}` }n`dv px`vxjfdod}t }g oghj}` g}n`vx |d}n xdedojv db}`v`x}x" V`{p}j}dgb xtx}`ex px`m db gbodb` hgeepbd}d`xhjb xdlbjo }n` }vpx}|gv}ndb`xx gi g}n`v e`ef`vx gi }n` hgeepbd}t Q:

  • 8/2/2019 Increasing membership in online communities: The five principles of managing virtual club economies

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    8"6" Abg| tgpv xpfc`h} ej}}`v

    ]n` hopx}`v jbjotxdx xng|`m }n` de{gv}jbh` gi hgb}`b} xphn jx px`v {vgido`x }g jb gbodb`hgeepbd}t" \n`b`y`v xghdjo jh}gvx `b}`v j xd}` |d}n hgeepbd}t i`j}pv`x }n`v` njx }g f`xge`}ndbl }nj} mvj|x }n`e }n`v`/ xge`}ndbl }nj} x`}x }n` }gb`/ xge`}ndbl }nj} {vgydm`x j ho`jv `~je{o` gi |nj} }n` xd}` dx jfgp} Q:>U" Jb gbodb` hgeepbd}tx hgb}`b} dx }n` ngga }nj} j}}vjh}x

    jh}gvx }g d} di d} dx ighpxx`m gb }n`dv db}`v`x}x Q:4U/ jbm hjb f` x``b }g f` xge` gi }n` hopf lggmx}nj} eja` p{ }n`x` ydv}pjo hopf `hgbged`x db }nj} }n`t jv` bgb vdyjovgpx f`hjpx` gb` jh}gvx px`gi }n`e mg`x bg} m`{vdy` g}n`vx db }n` hopf ivge pxdbl }n`e jbm }n`t jv` bgb `~hopmjfo`

    f`hjpx` di gb` jh}gv db }n` hopf px`x }n`e d} dx de{gxxdfo` }g {v`y`b} g}n`vx ivge pxdbl }n`e"

    J |`fxd}`x hgb}`b} di e`jbdblipo hjb j}}vjh} jh}gvx |ng edln} bg} bgvejoot px` }n` x`vydh` jbmhgpom }pvb }n`e db}g hpx}ge`vx/ gv {g}`b}djoot e`ef`vx Q6;U" Hgb}`b} }nj} ej}hn`x jb jh}gvxdb}`v`x}x hgpom }pvb }n`e db}g jh}dy` {jv}dhd{jb}x jx }ngx` jh}gvx |d}n {jv}dhpojv db}`v`x}x edln}x``a }g ej~dedx` }n`dv db}`v`x}x ft x``adbl }n` xje` xpfc`h} ej}}`v gb }n` Db}`vb`}/ gb}`o`ydxdgb/ db ejljsdb`x jbm db b`|x{j{`v/ |ndhn v`zpdv`x }n`e f` egv` jh}dy` }njb {jxxdy` db}n`dv yd`|dbl/ v`jmdbl/ odx}`bdbl jbm xpvidbl Q6:U" ]ndx {vgydm`x }n` ejbjl`vx gi gbodb`hgeepbd}d`x }n` g{{gv}pbd}t }g x}vj}`ldx` }n` }t{` gi hgb}`b} l`b`vj}`m }g id} |d}n }n` }v`bmx gi g}n`v e`mdj gp}o`}x jbm px` hopf lggmx db xphn j |jt }nj} }n`v` dx jb dbhv`jx` db }n` v`}`b}dgb gi

    e`ef`vx" Xphn x}vj}`ld`x hjb }ja` db}g jhhgpb} }n` vgo` gi bjvvj}dy` db x}vph}pvdbl }`~}pjoej}`vdjo }g joog| v`jm`vx }g m`y`og{ e`jbdbl ivge }n`e jbm }ndx dx f`x} jhnd`y`m }nvgplnbjvvj}dy` hgm`x/ xphn jx jh}dgb hgm`x/ `bdlej hgm`x jbm hpo}pv` hgm`x Q66U"

    8"8" Abg| tgpv X}vj}pe

    @ydm`b} ivge }n` hopx}`v jbjotxdx |jx }n` vgo` }n` px`vx {ojt db xphh`xxipo gbodb` hgeepbd}d`x/dbhopmdbl ijh}gvx xphn jx |`ohgedbl ydxd}gvx jbm dbx}vph}dbl bgydh`x" ]n` xghdjo jh}gvx }nj}eja` p{ jb gbodb` hgeepbd}t jv` d}x {pox`/ jx |d}ngp} }n`e }n`v` dx bg hgeepbd}t Q68U" ]n`x}vj}pe gi jb gbodb` hgeepbd}t/ }nj} dx }ngx` jh}gvx |ng px` d} }nj} njy` xge`}ndbl db hgeegb/hgbxdx} bg} gbot gi }n` hgv` {jv}dhd{jb}x/ fp} joxg gi }n` x}jii }nj} vpb }n` hgeepbd}t Q:8U" Xghdjob`}|gvadbl x`vydh`x xphn jx EtX{jh` jbm Ijh`fgga hgb}jdb ejbt x}vj}j fjx`m jvgpbm xpfhgeepbd}d`x gi x{`hdidh db}`v`x}x jbm {`vxgbjo nge`{jl`x/ gv {vgido`x" ]n` {`vxgbjo nge`{jl`jx j l`bv` gi gbodb` hgeepbd}d`x Q6=U njx f``b {p} db}g {`vx{`h}dy` Q:0U" D} hjb f` x``b ivge

    }ndx }nj} xpfxhvdfdbl }g j xghdjo b`}|gvadbl x`vydh` dx mdii`v`b} ivge f`dbl j e`ef`v gi jbgbodb` hgeepbd}t jx }n` {`vxgbjo nge`{jl`x }n` xpf hgeepbd}d`x gi xphn xghdjo b`}|gvadblx`vydh`x jv` gbodb` hgeepbd}d`x db }n`ex`oy`x" ]ndx xpll`x}x }nj} xghdjo b`}|gvadbl x`vydh`xxphn jx EtX{jh` jbm Ijh`fgga hgb}jdb ejbt x}vj}j }nj} `jhn gbodb` hgeepbd}t }nj} dx {jv} gi }nj} x`vydh` b``m }g pbm`vx}jbm"

    Gb` gi }n` ijdopv`x db }n` {vjh}dh`x gi xge` ydv}pjo hopf `hgbged`x dx }nj} xge` jh}gvx |doo px`}n` hopf lggmx db }n` gbodb` hgeepbd}t |d}ngp} {vgmphdbl jbt gi }n`dv g|b igv g}n`vx }g p}dodx`"]vjmd}dgbjoot hjoo`m opva`vx }n`x` jh}gvx njy` f``b hge{jv`m }g iv`` vdm`vx/ }ngpln mdii`v ivge}n`e f`hjpx` }n`t mg bg} njy` j {`vejb`b} {v`x`bh` db }n` hgeepbd}t" ]n`x` bgb {jv}dhd{jb}xjv` jadb }g `hgbgedhjoot dbjh}dy` jh}gvx db j }vjmd}dgbjo `hgbget/ |ndhn dx }`ve`m Mvgb`x igv }n` {pv{gx`x gi ydv}pjo hopf `hgbged`x Q60U jx oda` }n` mvgb`x db j f`` ndy` }n`t njy` od}}o`

    {pv{gx` g}n`v }njb }g px` p{ }n` v`xgpvh`x jyjdojfo` db }n` hgeepbd}t" ]n`x` jh}gvx njy` f``b {ojh`m db}g j odi`htho` gi `hgbgedh f`njydgpv Q60U/ |ndhn joxg dbhopm`m }n` Zp``b F``x/ }n`Igvjldbl F``x/ }n` Lpjvm F``x jbm }n` Xgod}jvt F``x .x`` Idlpv` 6$"

    ]n` Zp``b F``x gi jb gbodb` hgeepbd}t ejt hgbxdx} gi }n` {vg{vd`}gvx gi }n` hgeepbd}t |ngg|b }n` e`jbx gi {vgmph}dgb jbm njy` }n` {g|`v }g |`ohge` db j adbm gi jvdx}ghvjht gi e`ef`vx |ng njy` fvga`b }ngpln }n` fjvvd`v ivge f`dbl j V`lpojv }g f`hge` j O`jm`v"@~je{o`x gi }n`x` ejt dbhopm` }n` Jmedbdx}vj}gvx gb \dad{`mdj/ |ng ejt njy` f``b `o`h}`m

    ft }n` hgeepbd}t gv j x`oi j{{gdb}`m o`jm`v" Oda` }n` zp``b f`` db j f`` ndy`/ }n`t |doo f`hgbh`vb`m |d}n dbhv`jxdbl }n`dv bpef`vx gi |gva`vx/ jbm oda` j idve db j }vjmd}dgbjo `hgbget}n`t |doo f` hgbh`vb`m |d}n ej~dedxdbl }n`dv {vgmph}dgb jbm xp{{ot/ }ngpln }ndx ejt f`

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    {godht x}j}`e`b}x jhhge{jbd`m ft v`{gv}x gb `ii`h}dy` `bigvh`e`b} |doo mdx}dblpdxn xge` \`fxd}`x Q64U" Jx hjb f` x``b ivge ]jfo` :/ i`| gi }n` xghdjo b`}|gvadbl x`vydh`x dby`x}dlj}`m ljy`xphn v`{gv}x/ jo}ngpln }n` gb`x }nj} mdm njm }n` ndln`x} xpfxhvd{}dgbx" Ho`jv {godhd`x hjb joxg f`de{gv}jb} }g dbhv`jxdbl {jv}dhd{j}dgb/ dbhopmdbl |d}n j x}j}`e`b} ejadbl d} ho`jv }nj}hgb}vdfp}dgbx jv` |`ohge`/ |ndhn hjb n`o{ Opva`vx gy`vhge` }n` mdiidhpo}d`x }n`t njy` db

    {gx}dbl Q8;U"

    8"0" Abg| tgpv {pv{gx`

    @ydm`b} ivge }n` hopx}`v jbjotxdx |jx }n` vgo` `y`b}x jbm vd}pjox {ojt`m db gbodb` hgeepbd}d`x"[pv{gx` dx }n` fjxdh ogbl vjbl` gfc`h}dy` gi jb gvljbdxj}dgb jbm d}x v`jxgb igv `~dx}dbl Q8:U" ]n`

    {pv{gx` gi jb gbodb` hgeepbd}t dx j ejcgv ijh}gv db dbiop`bhdbl }n` f`njydgpv gi jh}gvx db jbgbodb` hgeepbd}t Q86U" Ydv}pjo hopf `hgbged`x }nj} njy` ho`jvot x}j}`m lgjox j{{`jv }g j}}vjh}

    {`g{o` |d}n xdedojv hdvhpex}jbh`x/ hv`j}dbl j x}jfo` `bydvgbe`b} |n`v` }n`v` dx o`xx ngx}dod}tQ68U" D} hgpom f` jvlp`m }nj} po}dej}`ot }n` {pv{gx` gi j ydv}pjo hopf `hgbget dx }g ej~dedx` }n`jyjdojfdod}t gi hopf lggmx }g }n` jh}gvx }nj} px` }n` gbodb` hgeepbd}t }nvgpln njydbl jb g{}dejobpef`v gi xpfxhvdf`vx" M`x{d}` }ndx d} dx de{gv}jb} igv `y`vt gbodb` hgeepbd}t }g mdii`v`b}dj}`d}x`oi ivge g}n`vx jbm hv`j}` j pbdzp` xnjv`m {pv{gx` }nj} xgodmdid`x }n` jh}gvx {v`x`bh`x db }n`ydv}pjo hopf `hgbget" Jb gbodb` hgeepbd}tx {pv{gx` hjb f` m`idb`m db xphn j |jt }nj} d}

    fvdblx e`jbdbl }g }n` jh}gvx }nj} jv` e`ef`vx gi d}/ ldy`x d} yjop` jbm hgbx`zp`b}ot x}depoj}`xhgeed}e`b} jbm jh}dgb Q88U" J}}`e{}dbl }g fv`ja mg|b }n` po}dej}` {pv{gx` gi ej~dedxj}dgbv`y`jox idy` jx{`h}x gi oggadbl j} }n` lgjox gi gbodb` hgeepbd}d`x }nj} m`idb` }n`dv {pv{gx`" ]n`idvx} f`dbl jp}g hgv{gvj}` lgjox" ]n`x` jv` }n` idbjbhdjo jbm ipbh}dgbjo lgjox }nj} `bxpv` }n`ip}pv` gi }n` ydv}pjo hopf `hgbget/ jbm hjb f` igve`m }nvgpln }jadbl j x}vj}`ldh ogga j} v`y`bp`vjdxdbl jx{`h}x gi xpx}jdbdbl }n` hgeepbd}t jbm }ndx dx gi}`b jhnd`y`m gbodb` }nvgplnjmy`v}dxdbl xhn`e`x gv `~}`vbjo dby`x}e`b}x ivge dbmdydmpjox ng{dbl igv }n` gbodb` hgeepbd}t}g igve {jv} gi xge` hgbh`b}vj}dgb db }n` ip}pv`" ]n` x`hgbm gi }n`x` hj}`lgvd`x gi gfc`h}dy`xjv` }n` db}vj hgv{gvj}` lgjox" ]n`x` jv` }n` lgjox }nj} `bxpv` }n` }`jex gi jh}gvx x`vydbl }n` hopfjv` xpx}jdb`m xg }nj} }n` hopf dx jfo` }g m`y`og{ d}x dm`b}d}t jbm {godht ivje`|gvax" ]n`x` idvx}}|g hj}`lgvd`x jv` db|jvm oggadbl jbm }n` }ndvm/ |ndhn dx }n` db}`v hgv{gvj}` lgjox/ ighpx`x gb

    fvdml` f`}|``b }n` gfc`h}dy`x }nj} ejdb}jdb }n` hopfx `~dx}`bh` jbm }ngx` }nj} ldy` d} yjop` db}n` `t`x gi gp}xdm`vx" ]ndx }ndvm hj}`lgvt ighpx`x gb }n` lgjox gi }n` gbodb` hgeepbd}t db

    j}}vjh}dbl jbm {vgydbl igv e`ef`vx jbm d} dx }n`x` ljgox }nj} njy` igve`m j hgv` {jv} gi ejbtydv}pjo hopf `hgbged`x |n`v` xphh`xx njx f``b e`jxpv`m db }`vex gi bpef`v gi nd}x gv o`y`oxgi {gx} hgpb}x" ]n` idbjo }|g hj}`lgvd`x jv` }n` `~}`vbjoot ighpxx`m `~}vj hgv{gvj}` jbm xghdghgv{gvj}`"

    =" HGBHOPXDGBX D} njx f``b jvlp`m }nj} }n` hgbxpe{}dgb gi hopf lggmx v`zpdv`x g{}dejo `~hopxdgb jx |`oo jxdbhopxdgb/ jo}ngpln dbhv`jxdbl e`ef`vxnd{ j{{`jvx }g f` j {jv}dhpojv hgbh`vb igv {vgydm`vx gi gbodb` hgeepbd}d`x db jmmd}dgb dbhv`jxdbl }n` {jv}dhd{j}dgb gi }n` e`ef`vxnd{" Edhnj`o [gv}`v njx x}vgblot jvlp`m }nj} }nj} x}vj}`ldh id} dx jegbl ejbt jh}dyd}d`x }nj} jv` ipbmje`b}jo bg} gbot}g hge{`}d}dy` jmyjb}jl` fp} joxg }g }n` xpx}jdbjfdod}t gi }nj} jmyjb}jl` Q:6U" J{{od`m }g gbodb`hgeepbd}d`x/ x}vj}`ldh id} hjb f` x``b jx j e`jbx gi jhnd`ydbl }n` g{}dejo o`y`o gi e`ef`vxnd{|n`v` }ngx` dbhopm`m xnjv` jb db}`v`x} db }n` }g{dhx gi }n` hgeepbd}t/ d}x {godhd`x jbm d}x

    {pv{gx` jbm }ngx` }nj} mg bg} jv` `~hopm`m" Idy` x}vj}`ldh {vdbhd{o`x njy` f``b dm`b}did`m igv ejbjldbl ydv}pjo hopf `hgbged`x/ bje`ot }nj} jb gbodb` hgeepbd}t xngpom abg| d}x}`hnbgoglt/ abg| d}x xpfc`h} ej}}`v/ abg| d}x x}vj}pe/ abg| d}x {godhd`x jbm abg| d}x {pv{gx`"Idy` hj}`lgvd`x gi lgjox }nj} hjb f` px`m }g `~{ogv` }n` ojx} gi }n`x` {vdbhd{o`x/ }n` {pv{gx`/ jv`}n` jp}g hgv{gvj}` lgjox/ }n` db}vj hgv{gvj}` jbm db}`v hgv{gvj}` lgjox jbm }n` `~}vj hgv{gvj}`jbm xghdg hgv{gvj}` lgjox" Di j ydv}pjo hopf `hgbget dx jfo` }g m`hdm` |nj} d}x lgjox jv` db }n`x`idy` hj}`lgvd`x gi gfc`h}dy`x }n`b }n`t hjb m`y`og{ x}vj}`ld`x }nj} `bxpv` hge{`}d}dy` jmyjb}jl`jbm j xpx}jdb`m `~dx}`bh` db jmmd}dgb }g v`jodxdbl j x`bx` gi {pv{gx` }nj} |ndo` jhnd`ydbl }n`

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    =":" Oded}j}dgbx jbm mdv`h}dgbx igv ip}pv` v`x`jvhn

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  • 8/2/2019 Increasing membership in online communities: The five principles of managing virtual club economies

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