The Research On How Consumer Information Re-dissemination In Virtual Communities

According to "China Internet Development Statistics Report" shows that, as of December, 2009, the Chinese Nets of scale to reach 384 million. With the increase in Internet penetration and Internet networking applications for in-depth, more and more Internet users in real life relationships extend to the network. Network environment, the consumer information is easier to copy, reprint, quote, allowing consumer information to the alarming spread of this information exchange through interpersonal networks, infection and impact of the wider audience. How to develop a reasonable marketing strategy to enhance marketing effectiveness, is in the network marketing companies and businesses face important issues. For this reason, this study virtual communities as the background, trying to proven network environment, consumer information transmission mechanism for business and business marketing strategies to provide theoretical support.Review of existing information dissemination on the network environment research, mostly focused on the dissemination of elements of a side, few take full account of all aspects of communication processes in the relevant factors. The proliferation of intermediate links of information to study the spread of the process is even smaller. In this study, the absorption on the basis of previous research results, through brainstorming sessions-depth interviews, a more comprehensive analysis of the level of consumer information, and then communicators level, channels of distribution-level factors, from the spread of the middle part of the perspective, establishment of various factors and re-dissemination of the wishes of the relationship between the models. And the introduction of an information-polar, personality traits as the adjustment variable, revealed a virtual community re-transmission mechanism of consumer information.This study adopted a positive approach to the survey, a further dissemination of statistical analysis and other methods will be divided into factors affecting: reliability of information, objectivity of information,interesting of information,freshness of information, self-enhancement motives, altruistic motives, the specialized knowledge, communication skills, channel convenience, channel ease of use 10 factors. By regression analysis found that, for further dissemination will affect the size of the order as follows: channel ease of use, re-disseminators of self-enhancement motives, the specialized knowledge, altruistic motives, objectivity of information, communication skills, and freshness of information. Information polarity in the objectivity of information and freshness of information that has regulatory role; Personality traits in the altruistic motive, the specialized knowledge, communication skills, and channel ease of use, have a regulatory role on the ease of use. This paper concludes with conclusions made marketing recommendations and pointed out the deficiencies of this study and future research directions...