Research On Virtual Community Members’ Self-concept Congruence Influence Influences Online Shopping Intentions

With the rise of online shopping,virtual communities become an effective channel,they gather popular business cohesion and enhance online consumer experience,virtual community members’ share the information,experience and learn together without the obstacle of region and time.When members perceive that self-concept is consistent with the brand personality,they are easy to indulge in the activities and produce flow experience. Literature review shows that flow experience has influence online shopping intentions,then there there are a few studies about the relationship of self-concept congruence,flow experience and online shopping intention.But some scholars have also adopted that self-image congruence does not directly influence online shopping intentions,then how self-concept congruence influences online shopping intentions? Whether flow experience as intermediary variable?In response to the theoretical and practical needs,this paper draws lessons from latest research findings about psychology and experience,construct a proposed model of virtual community members’self-concept congruence influence online shopping intentions:flow experience as intermediary variable. At the same time, this paper takes a profound literature review, and then designs questionnaires to gather the data by the way of investigating the target consumer. self-concept congruence includes two dimensions as actual self-concept consistency and ideal actual self-concept consistency, flow experience includes three dimensions as enjoyment, attention focus and time distortion,online shopping intention includes one dimension.At last,this paper uses statistical analysis to testify the model and hypotheses which were proposed, and finds conclusions as follows.Firstly,there is negative correlation of actual self-concept consistency and online shopping intentions,there is positive correlation of ideal self-concept consistency and and online shopping intentions.The ideal self-concept consistency to online shopping intentions is higher than that of actual self-concept consistency.Secondly, actual self-concept consistency has negatively correlated with flow experience’enjoyment,attention focus,time distortion; ideal self-concept consistency has positively correlated with flow experience’enjoyment, attention focus and time distortion;ideal self-concept consistency to flow experience is higher than that of actual self-concept consistency.Thirdly,virtual community members’ flow experience has different effect on online shopping intentions.flow experience’ enjoyment has most strongly influenced on online shopping intention/ollowed by attention focus and time distortion.Fourth,virtual community members’ self-concept congruence influences online shopping intentions:flow experience as partial intermediary variable.This conclusion confirmed the flow experience’s intermediary role,but also reveals the impact path of self-concept consistency to online shopping intentions.