Research On The Famous Sport Brand Apparel Virtual Communities Influential On Internet Purchasing

With the rapid development of Internet, virtual community, as a new Internet marketingmodel, gained great attention both from academia and practical, sports brand utilize thismarketing model by it's unique brand advantage, Li Ning, Nike, Adidas these three famoussports brand, making use of virtual community, conducting brand expanding communicationamong the world's Netizen. By utilizing it's characteristic: interactive, experience marketing, andword to word marketing, bringing an exploded marketing experience for the world sports brandlovers.We aim to study the people in the famous sports brand in this article, starting from theirsneed and interactive features, investigate which factors are the main factors affecting Internetselling. from these factors, then the sports brand marketing managers pay great attention to theirthoughts and actions to improve the purchasing efficiencies of their website .by researching anddiscussion into the results, the conclusion as follows:First, the accessibility of virtual community affect consumer's recommendation andevaluation on virtual community and the last purchasing in it.Second, level of interaction of affective information in the communities affect consumer'srecommendation and evaluation on virtual community and the last purchasing in it.Third, brand identity on sports brand directly affect consumer's recommendation andevaluation on virtual community .Fourth, trust on the community people will directly affect consumer's buying intention.Understand virtual communities people and their needs, play an important research andmanagement meaning in improving the purchasing efficiencies in virtual community. From theresearch conclusion, we proposed some practical advices for the sports brand marketers: improving the usefulness of communities information, ensure the system's reliabilities; setting upmore targeted themes, strengthened mutual trust among community people, sports brandcommunity should promote user experience and theirs brand identity, thus, strengthening Internetpurchasing intention.