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

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.