The Parasocial Interaction Research Beteeen Browser And Poster Under Transaction Virtual Communities

As the development of the internet, transaction virtual communities grow faster and faster, but at the same time, a prominent problem arises:among all the posters different from the information content, the degree of the poster etc., how does a consumer make decisions. In order to probe consumer behaviors in transaction virtual community, We do a quanlititive research first, the results showed that the differences among the poster' information content, the poster's degree etc. may induce browsers'percivied different extent of relationship of the poster and the relationship may have important effect on browser decisions.The research on the relationship between the browser and the poster now focuses on trust. There are three deficiencies that the research on trust can't solve the research task of the relationship between browser and poster in transaction virtual communities. Firstly, lacking fundermental theoretical instrustment induces the research on the cause of the browser's perceived trust of poster dispersed, there are no common agreements on what factors affect the browser perceived trust of the poster. Secondly, trust is only part of the reaationship no matter in sociology, psychology and marketing. Thirdly, the research on trust now focuses on single aspect. It is obvious that the research on trust can not explain the mechanism of the relationship between the browser and the poster in virtual communities.The relationship between the browser and the poster in virtual communities belongs to parasocial interaction relationship. The aim of this research is to probe the mechanism of the parasocial interaction relationship between the browser and the poster in virtual communities on the basis of parasocial interaction theory and the elaboration likehood model. We built two research models and tested the models in dianping.com and koubei.com.We testsd the research model through survey method. The results indicated that:(1) The elements from the information aspect have greater effects on the consumers'perceived parasocial interaction relationship of the poster than the elements from the aspect of the poster's character. The poster's information completement,information similarity, information relativity have stong relationship with the consumer perceived parasocial interaction relationship of the poeter, the poster's degree has weak relationship with the consumer perceived parasocial interaction relationship of the poeter, the poster's physical attraction does not have relationship the consumer perceived parasocial interaction relationship of the poeter. (2) Consumer perceived parasocial interaction relationship of the poster can lead them generate buy intentions and show loyalty to the virtual community. (3) Consumer attachment style has positive moderation effect on the consumers'perceived parasocial interaction relationship of the poster. The anxious-ambivalent consumer perceived more strong parasocial interaction relationship with the poster and generated more buy intentions and showed more loyalty to the virtual community compared to secure consumer and avoidant consumer. Especially to elements as poster physical attraction which has no correlation rerelationship with parasocial interaction relationship showed weak relationship with parasocial relationship. (4) virtual community(virtual communities' reputation) has positive moderation effect on the consumers'perceived trust of the poster. In high reputation virtual community, the consumer perceived more strong parasocial interaction relationship with the poster and generated buy intentions more intensively and showed more loyalty to the virtual community compared to low reputation virtual community.In order to better understand the relationship between information completeness of the poster and the brower, we do a between-subjects experimental design. The results indicated that:The browser perceived the poster with middle completeness information the most strong parasocial interaction relationship.The theoretical meanings of this research lies on three aspects. Firstly, we found a new way to realize customer loyalty. Secondly, we probe the mechnisam of the browser perceived parasocial interaction of the poster. Thirdly, we extended the scope of parasocial interaction theory. The results of this research will help the virtual communities's manager to operate the virtual community successfully and help the enterprise's manager do marketing work efficency.