The Mechanism Of Knowledge-sharing Content In Virtual Community On Consumer Purchase Intention

With the development of the Internet, the interpersonal influence factors of theChinese consumer buying behaviors has shifted from the traditional community to thevirtual communities, the knowledge-sharing in virtual community has became animportant factor influencing the consumer buying behavior, which brings challenges to thenew marketing of business and community. The knowledge-sharing in virtual communityhas wider information sources, bigger knowledge capacity, more efficient searching speed,lower knowledge searching cost and the relationship between information disseminatorsand information receiver showed a weaker relationship, therefore the mechanism ofknowledge-sharing in virtual community to consumer purchase intention can’t beexplained by the traditional community knowledge-sharing theory. This paper intends tostudy the mechanism of knowledge-sharing content in virtual community to consumerpurchase intention.Based on the summary of previous researches on knowledge-sharing in traditionalcommunity, this paper combined with small-scale interviews and brain storming,developed the dimensions and corresponding measurement scales of knowledge-sharingcontent in virtual community. Secondly, this study established the relationship modelbetween the knowledge-sharing content and consumer purchase intention to explore theknowledge sharing content on consumer purchase intention mechanism. Finally, this studyexplores the regulation of knowledge-sharing tendencies, types of products or services andvirtual community awareness on the relationship between the knowledge-sharing contentand consumer purchase intention.The results reveal that the content dimensions of knowledge-sharing in virtualcommunity include objectiveness，effectiveness and situation, and these three contentdimensions of knowledge-sharing would influence the consumer purchase intentionthrough consumerstrust. Based on these research findings, this study provides somesuggestions for the new marketing of business and community and supplies somereference to its further development.