Just friends, good acquaintances or soul mates? An exploration of web site connectedness

Abstract

Purpose

This study aims to understand the meaning of web site connectedness from the consumer's point of view, and uncover the underlying meaning of emotional ties between visitors and web sites.

Design/methodology/approach

The study, conducted a netnography which uses three qualitative research methods: online interviews; diary analysis; and observation of web site usage and behaviour. Seven respondents were obtained for the depth interviews, and 12 respondents participated in the diary study. The length of interviews was approximately 1.5 hours/respondent; whereas the three‐consecutive days of diary entries consist of three‐four pages per day/respondent. Observation was undertaken by the lead researcher as an active member of several user groups.

Findings

The emic perspective illuminated here shows that web site connectedness consists of three major themes: relatability; dependency; and sense of community. The paper defines these constructs, and suggests that to transform the relationship from “just friends” to “soul mates” web site owners should focus on improving one or all of the connectedness components. Surprisingly, frequency of visit did not determine the depth of the relationship between web sites and their visitors, as is the common assumption in the literature.

Originality/value

This research study illuminates a new way to understand the emotional connection between consumers and web sites, and uncovers the three most important factors that lead toward three varying levels of emotional connectedness (just friends, good acquaintances and soul mates). The paper also suggests ways in which emotional connectedness can be enhanced.

Citation

Maulana, A.E. and Eckhardt, G.M. (2007), "Just friends, good acquaintances or soul mates? An exploration of web site connectedness", Qualitative Market Research, Vol. 10 No. 3, pp. 227-242. https://doi.org/10.1108/13522750710754281