In recent years many online platforms have risen to the public’s eye. These platforms often exist of virtual communities created for several different purposes. Facebook brings friends and family together and focuses on the social part, AliExpress brings manufacturers and customers together and focuses on the transaction part. According to Armstrong and Hagel (1996) there are 4 different categories of virtual communities. Firstly interest communities are identified as communities that exist of people who share similar interests. Secondly relationship communities exist of people that come together to form personal relationships. Thirdly there are fantasy communities which are often focused on online games in which people come together for ‘shared experiences’. Lastly and the most important point of this article are the transaction communities. These communities are focused on the transaction of needs (products or services).
Consumer Value Creation 