An Empirital Study On The Consume Behavior In The Virtual Community

With the development of Internet, study on online consumption behavior isbeeoming the key area of researeh. But most researehes focus on the direct factorswhich affecton online consumption behavior rather than from the perspeetive ofvirtual interpersonal interaction to probe insides of online consumption behavior.Network interaction and real interaction between different exchanges, interactionfrequency, interactivity and community environment, are different. Consumerbehavior will be directly affected by the impact, and affect customer perceivedvalue, the sense of belonging,satisfaction and trust. It is a pity that 4P frame andthe theory of consumer behaviors based on the physieal soeiety and industrialeconomies can not explaine the the inherent mechanism of online consumptionbehavior. So it is very helpful to enrieh and develop the theory of online consumerhebavior and will be benefieial to website businessman to make better strategy.This study is based on the consumer behavior theory model, to a virtualcommunity to the platform to its members to study in relation to sexual interactivenetwork breakthrough point, interactive network relation constitute elements set,introduce a consumer perception the value and community awareness and explorerelation interactive network, the consumer perception the value and thecommunity awareness and network purchase intention to conduct internal studythe mode and effect on the path. The study on integrating virtual communitytheory, the consumer behavior theory, community members of the theory to aninteractive network buying behavior, interpretation of the social network tonetwork buying behavior of network, the cause and effect. the richness anddevelopment on internet to buy a new doctrine, the consumption patterns intobuying behavior theory research and development of the consumer behaviortheory.The theory and empirical research studies using a combination of methods, theuse of network survey questionnaires for collecting effective method, using 392spss statistical analysis software for analysis and describes the analysis, the factoranalysis, the dependency analysis, regression, and verify that the model agenciesare intermediaries, the model assumptions, the inspection and verify that therationality of the model. According to the conclusion of this study, business shopping sites managersand members raised some practical proposals, efforts to promote communityparticipation and social interaction, improving products experience value, andenhance the value of the work well in function and place for shopping communityconstruction. this research will help the community web site managers andmanagers know more profound virtual community members buying behavior, formanagers with the new marketing and governing their take effective strategies topromote a virtual community members of the purchase intention.