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Marketing Theory
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How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theory

Thomas W. Gruen

University of Colorado, USA

Talai Osmonbekov

University of Southern Mississippi, USA

Andrew J. Czaplewski

University of Colorado, USA

Customer-to-customer (C2C) know-how exchanges occur in a variety of contexts, including virtual environments of Internet mediated communities. Exchange of know-how that takes place among the customers of an organization's offering has the potential to create customer value and result in positive outcomes for organizations. This study proposes a model that examines key factors that drive C2C exchanges as well as the outcomes of these exchanges. The model shows how C2C exchanges create value for the marketing organization – that is, value over and above the value that the customer receives directly through exchanges with the organization. C2C exchanges are also proposed to enhance loyalty intentions. Viewing C2C know-how exchange as an information source to the customer, the model adapts and applies the motivation, opportunity, and ability (MOA) theory to explain levels of C2C know-how exchange.

Key Words: ability • associations • intentions • relationship marketing • brand communities-loyalty • value • customer-to-customer, C2C exchange • motivation • Internet • loyalty • members • MOA • opportunity

Marketing Theory, Vol. 5, No. 1, 33-49 (2005)
DOI: 10.1177/1470593105049600
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