Interactive Communication Of The Virtual Community On Online Shopping Intention Model

The rapid development of the Internet has not only produced a large market of online shopping, but also canceled the restriction of region fundamentally, made people from different place get together to interaction and communication possibly, and driven the formation of the virtual community which will put more effectiveness and values into development of the E-commerce, and will become an important strategic model of E-commerce.Virtual community has changed the traditional communication model, and brought a revolution to marketing thought and practice However, it is a pity that the community marketing managers couldn't make effective policy to promote the shopping behavior of community members without theories guidance, because of lack of the research on what influences virtual community which is a social phenomenon in online world has made on online shopping behavior.Thereby, The study makes the virtual community of trade as platform, its member as objects, and Theory of Reasoned Action and Technology Acceptance Model as theory basis, introduces Flow Theory and Trust Theory, constructs the LISREL model from three dimensions of the playful cognition, functional cognition, and social cognition, by using flow experience, perceived usefulness, perceived ease of use, trust and subjective norm as the intermediate variables, and empirically explores how the interaction and the communication of community affects their members' intention of shopping in the virtual community.The empirical result suggestes that the interaction and communication in virtual community, whether information exchange in lower level or interpersonal communication in higher level, has an positive impact on their playful cognition (flow experience), functional cognition (perceived usefulness and perceived ease of use), and social cognition (trust and subjective norm ),and further influence the attitude toward shopping in the community through the community members's flow experience, perceived usefulness, trust and subjective norm,and eventually influence the intention to shopping in the community.