The Research Of The Consumer Behavior Based On Virtual Community

The development of the Internet has not only canceled the restriction of region fundamentally, but also made people from different place get together to interaction and communication possibly, and driven the formation of the virtual community. With more and more consumers started to shopping online, the member of the virtual community has a rapid growth too. The emergence and development of the virtual community will put more effectiveness and values into the development of the E-commerce, and will become an important strategic model of E-commerce. Owing to particularity of virtual community, the difference between the virtual community and the traditional community made the traditional consumer behavior theory which established on the physical basis can not make a reasonable explanation for the mechanism of shopping online behavior.In recent years, virtual communities and networking consumer gradually aroused the concern of the business and scholars. But most researches focus on the direct factors which affect on online purchasing behavior rather than from the social characteristics of virtual community and virtual interpersonal communication to study the online purchasing behavior. The lack of theoretical guidance resulting in the operators can not promote effectively the consumption behavior of the virtual community members.The virtual community as the research platform, based on Theory of Reasoned Action, Theory of Planned Behavior, Technology Acceptance Model and it’s expansion model, through the introduction of perception of the consumer value and sense of community, the concepts and methodology of the theory of consumer behavior, psychology of consumption, social psychology, marketing management are used, this paper aims at the community members and their internet interaction to mainly study the inside relationship among online purchasing behavior, internet interaction, the perception of consumer values and the sense of community. The research show that whether information exchange or interpersonal communication between the members of the community, has an positive impact on their functional cognition, social cognition and playful cognition, and further influence the member’s attitude of shopping online, and eventually influence the action to shopping online. The higher the degree of communication and interaction between members of virtual community, the stronger sense of community the community members will have. Therefore, the research of the interpersonal communication between members of virtual community, as well as interpersonal communication influence on consumers’network purchasing behavior, not only can reveal the mechanism of the network purchasing behavior theory, rich and development the network purchasing theory, but also can provide theoretical guidance for community operators to develop better marketing strategies.