Empirical Study On Online-Trust Under Virtual-Community Environment Based On Customer's Experience

The rapid dissemination of internet not only brings us convenience in both work area and ordinary life, but also expands the space of intercourse among people. Net-society, a bran-new living form of society, emerges as the times require. Virtual-community, one of the uppermost applications of it, gathers people with similar taste together to share the information they interest to without the obstacle of clime and time. In virtual-community, trust becomes the important precondition of the intercourse among the members because of the institutional faultiness. However, large numbers of people feel trustless about internet for a variety of reasons, this so-called "trust crisis" may hugely influence the on-line intercourse in a negative way. To build an effective system of on-line trust will benefit either advancing internet or consummating a well-ordered real society. But, up to now, we notice that most studies on on-line trust are in focus of E-marketing while few of them give attention to the intercourse under network circumstance, so, at present, it is necessary and urgent for us to develop correlative work.According to the reasons given above, this thesis is based on platform of virtual community, starting with the experience of customer, another focus have drawn wide attentions, trying to investigate the effect of customer's experience on trust relationship among the members in virtual community. Furthermore, we will also study how both of them to influence people's behavior.After the data get by online survey being statistically analyzed, author comes to a conclusion that customer's experience in virtual-community will be benefit to people's trust while the later one has effect on the using motivation and evaluation to certain community.