Consumer interaction in the virtual era: some qualitative insights

Focuses on the exploration of consumer experience and attitudes towards online interaction within virtual communities. One of the emerging e‐commerce business models, the consumer to consumer “community” model, is relatively new but underpins the framework for the research conducted. The dramatic change in terms of how consumers interact with each other and potentially engage with direct marketers is epitomised by a change in the level of perceived control with a shift towards consumer‐controlled interaction. The growth in virtual or on‐line communities is part of this evolution, and this paper reports on the qualitative phase of an ESF/DMA‐funded research project.