The setting in which people generate ideas and work collaboratively to solve problems is gradually shifting from traditional face-to-face communities to virtual communities. Virtual communities are, therefore, becoming a new source of creative ideas. Nevertheless, online creativity is not without challenges. The main obstacle seems to be a lack of active engagement from participants within these virtual communities, resulting in a low quality and quantity of creative content when compared to traditional methods of creation. Research suggests that successfully generating creative (...) ideas online involves sustained, active engagement among collaborators. A number of studies have investigated various factors related to the generation of creative ideas within virtual communities. However, a comprehensive understanding of contributing factors remains elusive. This study examines past research on the factors that drive creative ideas generation in online creative communities through a systematic literature review. The study seeks to analyze research findings over the past decade and provide an overview of the main driving factors, research areas, research trends, and implications for future research. Web of Science and Scopus were used to identify relevant articles, while Google Scholar was used to minimize the risk of missing any valuable data related to the aim of this study. The results provide an overview of the studies examining creative ideas generation within virtual communities. By approaching the subject matter from three primary perspectives, this paper identifies influencing factors associated with the successful generation of creative ideas online. The results of the paper also provide an overview of the research methods and guiding theories adopted by current researchers. The paper concludes with research trends and recommendations for future research. (shrink)

Community group-buying platforms are increasingly relying on the interaction between the group-buying leader and consumers, thereby achieving the customer lock-in. In view of this, it is crucial to understand how the group-buying leader to establish a long-term transaction relationship with consumers. In this study, we construct a model based on the role theory and trust transfer theory, and identify two types of interactions of the group-buying leader and two types of consumer trust. Then, the mechanism that how different role interactions (...) of the group-buying leader can be transformed into the lock-in purchasing intention of consumers is further clarified. By interviewing 430 consumers with community group-buying experience in the community through offline questionnaire, the research model has been proven to be effective. To be specific, both role interactions of the merchant and friend can impose a positive impact on interpersonal trust, which will also lead to the trust in community group-buying, and thus enhance the lock-in purchasing intension of consumers from a fixed leader. Overall, this study has made certain contributions to the study of customer relationship. In theory, this study further explains the explanation mechanism of the “acquaintance marketing” phenomenon. Moreover, this study adopts the role theory to analyze the differences of different role interactions of the group-buying leader in relationship quality and purchase decision making, and employs the trust transfer theory to expand the trust transfer effect from the interpersonal trust of the group-buying leader to the trust in community group-buying. In practice, this study provides a new perspective and practical reference for community group-buying enterprises and the group-buying leader on how to better manage customers and maintain a long-term and stable customer relationship. (shrink)