A Study Of Knowledge-Sharing's Impact On The Members' Loyalty Of Virtual Community Based On Non-trading

The rapid development of the internet is beginning to challenge the traditional consumption patterns. By 2009, the proportion of Internet shopping has exceeded 23%. Not only that, this ratio is still in the rapid growth phase, more and more people are attracted by the online shopping by its advantages, and the evaluative virtual community based on non-trading came about in such a context, which as a Purchasing Guide in real life to help people analyze and comment on a number of product quality, reputation, user feedback and other information. For instance, the dianping.com and koubei.com are the most typical communities. The members of the community through information sharing, access to their required information, so as to make the most rational consumption decisions.As a major force in the internet world, the youth groups are increasingly dependent on the internet. In case of uncertainty about shopping decision, the youngsters often turn to the internet to seek help, and they consider this as a very important way to optimize their consumption decisions. Because of this trend some businessman with keen senses are starting to pay increasingly attention to this trend and attempt to acquire their target interests based on the evaluation of the virtual non-trading.In this study, we investigated the members' knowledge-sharing activities of the virtual community based non-trading, and base on that, we studied the knowledge-sharing activities' action mode and outcome on the loyalty of the members to the community. The final empirical results show that knowledge-sharing activities have a positive influence on the loyalty of community members, and this action outcome take effects through the community involvement, community promotion, relationship switching costs, process switching costs and psychological switching costs.We hope that this study could make the community managers attach more importance to the knowledge-sharing activities for our revelation by the theoretical model, thus, enhance the loyalty of members of the community, and provide more basic security measures to the community growth as well.