Study On The Relationship Between The Shopping Guide Sharing Community Trust And Network Consumption Willingness

With the Internet technology continues to mature and spurt of development of the onlion shopping, Virtual community has become an important platform for the consumer share personal shopping experience, consumer experience and information communication. In this trend, shopping guide shared community emerge as the times require. Shopping guide shared community is a new derivative mode of virtual community, it is a network platform which combine the community and e-commerce, Its transmission by means of community media, provide commodity information through information exchange and sharing form among users, secondary users to make a purchase decision. The nature of the profit model is the channeled flow, it can be said that the transformation of the transaction flow rate is the key of survival for guide sharing community, and the key of the impact of transaction success rate is that the user trust degree to the community.Based on the study of relevant literature, I found that the scholars of the world research for the virtual community trust and network consumption are mainly concentrated in two dimensions, construction and evaluation of community and study of the influence factors of network consumption behavior, but the study of combination of this two aspects is less. As a new e-commerce community model, the scholars research for shopping guide sharing community are focused on two aspects, the profit model and the industry development trend of shopping guide community. In general, the research for influencing factors of shopping guide sharing community trust and network consumption willingness is comparatively rare.This paper attempts to answer two questions, first, what are the causes that effect trust formation of community users in shopping guide sharing community environment? Second, how will the user trust to shopping guide sharing community affect the network consumption intention? In order to solve the problem above, In this paper, I sorting out the influencing factors of shopping guide sharing community user trust formation mechanism by summarizing the previous idea to the study of traditional virtual community platform user trust, and combined with the theory of Technology Acceptance Model (TAM) model to construct the relationship model between shopping guide sharing community trust and consumer consumption intention and put forward hypothesis. This paper mainly uses questionnaire survey to collect data, the use of SPSS19.0for correlation analysis and regression analysis to verify the model with the guarantee of reliability and validity of the analysis.The empirical research we draw four conclusions. Firstly, perceived similarity, personal trust tendency and institutional guarantee has positive effect to the formation of shopping guide sharing community trust. Secondly, the direct effects between member interaction and community trust is not significant, but it has indirect effect on the formation of community trust by influencing the perceived similarity. Thirdly, perceived usefulness, perceived ease of use has a positive impact on the network consumption intention. Lastly, community trust has indirect effect on online consumer behavior by influencing the attitude of user community.Based on the above conclusions, this paper summarizes the influencing factors which effect shopping guide sharing community trust and consumer willingness, and provides a new point of view for grasping the psychology of users for shopping guide sharing community and taping the market potential.