The Influence Of Virtual Community Trust On Consumer Purchase Intention

With the development of network technology and the popularization of theInternet terminal, more and more people will go to different kinds of virtualcommunity to search for related information and communicate with others. Comparedwith the traditional community, virtual community has different characteristics, suchas a wide range of information transmission, high speed and anonymity, etc.so thatconsumers can quickly obtain information about the business products and services.Also, we can easily find the description about the details of products and theexperience of using the products; all this will encourage community members toestablish trust of the virtual community, community members, and the merchant.Virtual community trust plays more and more important role in network consumption,Xiaomi Tech sells phones by adopting the internet method, which meets with successand cause the attention of many scholars. At present, the research on virtualcommunity is mainly about the virtual community interaction or third-party reviewtheir influence on purchase intention. Trust in the virtual community research isconcerned with individual consumers’ features and site factors on the trust of thecommunity members’ ability, integrity and benevolence. By learning from otherscholars’ research results about the virtual community trust, this study takes XiaomiTech virtual community as an example, and uses the empirical methods to analyzevirtual community trust’s impact on the Xiaomi virtual members’ purchase intention.First of all, this study combines with the relevant theory and research of virtualcommunity trust and purchase intention, and selects community site quality, businessreputation, consumer individual characteristics, customer response and relationshipmarketing as the factors that influences on the initial trust and continuous trust andfurther affect the purchase intention. By using SPSS and AMOS statistical analysissoftware to analyze the date, we have got the following conclusions:(1)Communitysite quality, business reputation, consumer initial trust personal characteristicssignificantly influence the virtual community, the initial trust will further promptconsumers to get information and shape the continuous trust;(2)Relationshipmarketing significantly influence the trust of virtual community, and continuous trustwill further affect consumer’s purchase intention;(3)Consumers’ intention to getinformation, will further promote the consumers’purchase intention.By taking Xiaomi BBS virtual community as an example, this paper builds upvirtual community initial trust and continuous trust on consumer purchase intention model, empirically demonstrated that initial trust would affect members’ intention toget information. Then, together with intention to get information, continuous trust willinfluence the purchase intention. Finally, this study puts forward some suggestionsand the prospect of this topic.