Based Virtual Community Interaction Online Shopping

In these years, Internet has a profound effect on the whole society and people's life. With the rapid development of the Internet, virtual communities have drawn the attention of the scholars as a form of interactivity. The success of virtual community depends on the understanding of the characteristics of virtual community and the members.The purpose of this study is to find out if the relational interactivity will influence the online comsumer behavior and if the interactive relationship quality will play an intermediary role in the effect. This study will analyze the communication behavior of the virtual community members, trying to figure out the characteristics of virtual community members and marketing strategy. The research findings will attract more attention for the online interactivity and help the develepoment of the virtual community.This study focuses on the interactive frequency, interactive extent, interactive environment and information validity. The main conclusions of this study are as follows:(1) The interactive frequency and interactive extent have significant effects on the sense of belonging and satisfaction, helping the develepoment of the commercial web site.(2) The interactive environment has a significant effect on the sense of belonging, satisfaction and trust, helping the develepoment of the commercial web site.(3) The information validity has a significant effect on the sense of belonging, satisfaction and trust, helping the develepoment of the commercial web site.Understanding the needs of virtual community members is very important for both researchers and managers. According to the research conclusions, the managers of commercial web sites should help people understand the virtual community, improve the community environment and system, ensure the usefulness and reliability of the information and stimulate the initiative of the members.