Research On Transaction-oriented Virtual Community Consumers’ Value Acceptance Model

The integration of e-commerce and virtual community is an inevitable trend.However, the construction of virtual communities by e-commerce enterprises didn’tgain the expected high returns. In fact, as an emerging area of research,transaction-oriented(TO) virtual community has not been researched systematicallyby business community and academia. Especially the research of how TO virtualcommunity affect consumers’ online shopping behavior, is e-commerce enterprises’main concern.Interactive communication is the main characteristic of virtual community, isalso the foundation of business value realization. The interactive communicationbetween virtual community members creates virtual community functional effect,emotional effect and social effect. In TO virtual community, the consumers’ purchasedecision-making process also follows stimulus-reflection theory. The interaction ofvirtual community, as stimulating factor, affects consumers’ perceived value, furtheraffects shopping attitude and shopping intentions of consumers. The consumers’decision-making process is the process of consumer perceived value, so virtualcommunity consumer behavior can be analyzed from the perspective of customervalue.Based on the technology acceptance model, in TO virtual community, twodimensions of interactive communication: information exchange and interpersonalinteractions as external variables, four dimensions of customer value: functional value,emotional value, social value and perceived cost as intermediary variables, onlineshopping attitude and shopping intention as result variables, TO virtual communityconsumers’ value acceptance model is built to explore how the TO virtual communityaffect consumers’ online shopping behavior. Through structural equation model analysis, the effect of interpersonal interactions of the virtual community onfunctional value, emotional value, and social value should be greater than informationexchange, and the effect on perceived cost information exchange greater. In additionto the direct effect on the online shopping intention, functional value, emotional value,and social value affect the online shopping intentions indirectly through the onlineshopping attitude. Customer perceived cost only has an indirect effect on the onlineshopping intentions through the online shopping attitude.To implement virtual community, e-commerce enterprises should strengthencommunity interaction; build the mechanism of interaction, to improve the degree andlevel of community interaction. Enhance customer value, improve consumerperceived value and reduce customer perceived cost from all aspects of communityconstruction. Take value co-create as strategy, change the role of consumers, letconsumers join the virtual community construction, to maximize customer value andrealize the sustainable and healthy development of the community.