An Empirical Research Of Network Community Purchase Decision Factors Impact On Consumer Goods C2B Customization

In recent years, with the rapid spread of the Internet and e-commerce in China,cyber citizens’ life has has been fully connected to the Internet. As traditionale-commerce models have not fully meet consumers’ demand, some of the newe-commerce models are accompanied by.The most representative is the C2B model.Personalized service is the advanced stage of the C2B model, which is extremelyinnovative： For enterprises, the need to achieve a balance between satisfying usercustomization required for groups of higher procurement costs and the required lowprice; for consumers, the need to meet the personalized products need to pay high pricesand personalized possible weakening purchasing groups to seek a balance between. It isa huge challenge for businesses and consumers, which needs to dispersed targetconsumers and audience together precisely. Online communities just play the role,which provide a platform for enterprises and consumers. But how to influenceconsumers to buy online community C2B customized merchandise, theoretical researchis not sufficient.Through the in-depth analysis of consumer behavior, we build the model of onlinecommunities for consumers C2B customize the influence factors of commoditypurchase decision on the basis of the rational behavior model. In the model updatingprocess, we studied purchasing decisions from internet community member individualfactors, online community factors, and online community business factors.Through a network of channels and random questionnaires, I have collected239valid samples and used factor analysis, multiple regression analysis and other statisticalmethods for the proposed conceptual model validation and analysis. In addition, I usedhierarchical regression approach to further explore attitudes C2B customizedmerchandise online community and members of customized goods and C2Bintermediary role in purchase decisions. Meanwhile, I studied the role of regulatingelectronic business platform of trust in the online community attitudes and C2B customized merchandise through hierarchical regression method, reaching the followingmain conclusions：(1) In the network community member individual factors, member individualprofessional degree and member individual perception positively influence consumerC2B customization commodity purchase decisions. In the network community productdiscussion, experienced consumers who have high level of product knowledge makepurchase decisions According to their own judgment of customized products, withoutconsulting others. Consumers who have low level of product knowledge have to spendmore time and energy to study products for making appropriate and satisfactorypurchase options.They also access to relevant professional knowledge from the networkcommunity product discussion.(2) In the online community factors, community anastomosis degree have thegreatest impact on C2B customization commodity purchase decisions.Because whenconsumers think online community is in line with their own interests and personality,they will more actively participate in the community discussion about products, and bewilling to trusting others who have common interest with them in the onlinecommunities.What they have acquired useful information will affect the buyingdecision.(3) In the online community enterprise factors, enterprise revitalizing degree andproduct customization degree positively influence consumer C2B customizationcommodity purchase decisions. Enterprises publish posts about custom commodityinformation and in close interaction with the community members in i the community.Such consumers will be attention to the enterprise and trained to enterprise’s loyalty, andwill be more likely to buying their products.(4) Attitude toward the C2B customized merchandise plays the intermediary rolefor online community and the C2B customization commodity purchase decisions.Attitude toward the C2B customized merchandise influences community consistentdegree, community member individual professional degree as well as communitymember individual perceptive degree significantly, but the community consistent degree,community member individual professional degree and community member individualperceptive degree have declined significantly.(5) Electronic business platform of trust in community anastomosis degree andattitude toward the C2B customized merchandise plays a regulatory role, and platformof trust and community inosculation interaction are obvious significantly. Furthermore, t Electronic business platform of trust for online community active degree and attitudetoward the C2B customized merchandise does not have a regulatory role.