Commercial Web Community Service Level Research On The Influence Of Community Members Purchase Intentions

Virtual community is the epitome and extension of traditional community in cyberspace, is one of the core elements of the virtual world which is based on the internet. Its social and other factors can affect the community members’behavioral. With potential commercial value, more and more commercial website operators begin to incorporate it into network marketing.This article focuses on the piatform services of virtual community in commercial websltes, explore the effect of the various dimensions and levels of the community platform services on community members’ purchase intention. On the basis of the TAM model and the theory of reasoned action, theory of planned behavior, combined with the theory of virtual community, with members’ perceived avail of the community participating which are purpose avail, social avail, recreational avail, this paper studies the technical maintenance and management design of virtual community, and the five dimensions which are the quality of system facilities, the personalized service innovation, the design of incentive mechanisms, the circle of friends management, the activities and exchanges, analyze them how to influence the intentions of buying behavior intentions of community members.In this study, using questionnaires to collect typical commercial website communities’ sample data, the SPSS software to conduct the empirical analysis, then obtained that commercial website community operators’efforts in technical maintenance and management design of the platform services can positively impact members’ perception of community participation, and eventually urge to form the network purchasing intentions.