Virtual Communities, Social Characteristics Of The Network Buying Behavior

In recent years, with the rapid development of Internet and online purchasing, virtual community has been developing rapidly in China, and the number of people have been increasing quickly. In June of 2009, the number of people participating in virtual community reached 1.0275 billion; compare with the end of 2008 growth rate is to 12.9%. In July 16th of 2009, CNNIC published online purchasing users reached 87.88 million, online purchasing which features are easy and open price is becoming important shopping style. In the future, Virtual community has been developing rapidly; the number of online purchasing people has been increasing quickly in China. Under the virtual community in China that is the special environment, through studying on consumer's online purchasing behavior, we can know some factors affecting online purchasing and good marketing inspiration.After analyzing a large amount of foreign relevant literatures, the research model about social features in virtual community influence of online purchasing behavior, based on Limayem's online purchasing theory and Technology Acceptance Model (TAM), also based on some consumer's social features of China. Through surveying questionnaires of social features in virtual community, this thesis work up social features in China virtual community influence of online purchasing behavior Model. This thesis handed out questionnaires in virtual community, and we use Structural Equation Model and the software AMOS to test the research model. Based on this thesis's conclusion some marketing inspiration can be proposed.After data analysis and statistic discussion, we mainly elicited the following statement:(1) Compared social features between domestic and foreign; (2) This thesis can verify the relationship of social features in China virtual community and online purchasing behavior.