A Study On The Impact Of Online Virtual Community Characteristics To The Online Purchase Intention Of Consumers Which Based On The Perspective Of Flow Experience

The highly rapid development of internet not only brings convenience to our work area, ordinary life and learning,but also expands the space of intercourse among people.Then a bran-new living form of society emeres as the times require,it’s Net-society. Virtual-community is one of the uppermost applications of it,it can gather people with similar hobbies and interests to share the information,experience and learn together without the obstacle of clime and time.With the rise of online shopping,online virtual-community caused online operators’attention with its first appearance,it’s regarded as a platform to attract customers,increase the purchasing power,enhance online consumers’experience and to understand the potential demand of the users.Practice and academic area have paid attention to the fierce competition of network. Flow experience theory is an important branch of consumer experience theory. It has gradually aroused the attention of some scholars and be used to study online consumer behavior by some scholars.However, the study of the quality characteristics of online virtual community is scarce,even there is no research about the characteristics of network virtual community.Then whether different charateristics will effect online consumers’purchase intention through theirs flow experience? And what effection mechanism is between them? This paper on this set point, investigating undering the role of flow experience how online virtual community characteristics affects the consumers’purchase intention,in order to provide online operators with the theory and practice guidance.This study based on the literatuer review,first, introduced the ralated study of virtual community, holded that consumers are easy to have flow experience in online virtual community. And defined the concept of the online virtual community characteristics,pointed out the specific dimensions of the online virtual community characteristics;Second, review representative research into flow experience, draw on the mature dimensions of flow experience of previous scholars, propose the dimensions; Third, based on the summary of purchase intention,determine the measure of purchase intention;Fourth,this paper build an model of online virtual community characteristics affect the consumers’ purchase intention based on flow experience theory,pointed out the hypotheses of this paper,designed the specific measurement scale of variable;Finally,through the empirical study on survey,use of exploratory analysis,validation factor analysis and structural equation model analysis method to tested on the model.This study concluded that:First,online virtual community characteristics can be divided into information quality,interactive, reward and system quality;Flow experience can be divided into attention focus, enjoyment and time distortion;Purchase intention is measured as single dimension. Second,online virtual community characteristics is an importance diver of flow experience, and the interactive factor which impact on flow experience most, then followed by the system quality factor, information quality factor and reward factor. Third, flow experience affect consumers’ purchase intention significantly, and the time distortion factor which impact on purchase intention most,then followed by enjoyment factor and attention focus factor.