Study On Influence Of Virtual Community Relations Association On Purchase Intention

The rapid development of Internet,the rapid growth of network consumer scale,so that eachnetwork infiltrated into people’s life,more and more role in people life occupies more important.The Internet has brought great convenience to people’s life, people communicate,communication,shopping,publish various kinds of information through the network,to meet the needs of various aspects,so as to turn opportunities into Internet businesses,become a hotly contested spot.The rapid development of the Internet into people’s life in all aspects,to break the shackles of region,space and the real world,changed people’s consumption concept and consumption habits,broaden the area of people’s lives,provides more choices for consumers.In today’s fierce competition mode,the enterprise wants to succeed,we must understand the factors that influence consumer buying habits and new mode,so as to adopt the corresponding strategy,strive to achieve the most satisfactory marketing effect with the least cost.Virtual community as a new field of the development of the Internet, in the virtual community,as long as several pressed on the keyboard, the members of the community can facilitate the rapid and other members of the other end of the computer to share experiences, exchange,they can in the virtual community of free speech, active search for information, but also can be spontaneous or active to participate in a variety of online and offline activities, they can getthe information they want from the virtual community, can also help others and get satisfaction from. Virtual community brings a range of activities and wider space and more convenient.The virtual community is the community members to communicate and share platform, has attracted more and more with similar interests or common experience of common people togather, these members have the same interests and common, they in the virtual community to retain their own personality characteristics while showing the characteristics of certain groups,such groups often act the performance of certain market phenomenon. In the virtual community, community members and other members in the exchange of information,experience sharing, communication and other activities, often show some correlations.Relationship between members of the commumty as its foundation of purchase behavior, have certain effect on the purchase intention and behavior to make.This paper selects five indexes of the relationship:members of virtual community environment, community self willed, homogeneity, letter recognition, relationship strength as independent variables, with members of the community of online merchants trust as intermediary variables, three dimensions:honesty, capacity selection of trust and good will, because the variables to members of the community’s willingness to buy to study the relationship between the relationship, and to business trust, business trust influences the community members purchase intention, affect the relationship between the community members of the association of the purchase intention and influence degree, has certain practical application significance.