Study Of Information Adoption Behavior Of Spontaneous Group-Buyer In Virtual Community

The development of the internet is really very fast in recent decades. In result, a large market of online shopping is produced, as well as the virtual community, which broken the restriction of the geographical factors and provided a way for the people to talk wherever and whenever they want all over the word. The aggregation and good interactive atmosphere of the virtual community is consistent with the development of the interests of group-buying, which promoted the development of the market. The development of virtual community put more effectiveness and values into development of the E-commerce, named spontaneous group-buying, which promote the new E-commerce mode.Virtual community has brought new business mode and a new way to communicate, which provide a new reference for the network marketing practice. Compared with the commercial group buying, the main parts of the spontaneous group buying in virtual community are the members of the community, who complete group transactions through informal communication. In result, the virtual transactions operator cannot acquire a scientific theoretical guidance, and cannot make an effective busine management plan according to the characteristics of the transaction of virtual community, which has restricted the further development of the spontaneous group buying in virtual community to a certain extent. However, it is a pity that The previous researches focus on business group-buying and online review adoption, without the study of spontaneous group buying and the adoption of transaction information.Therefore, The study take the spontaneous group buyers in virtual community as the research object, information adoption as the research content, and both the theory of information adoption and the theory of communication and persuasion as theory supporting, introduces perceived expectancy, constructs the AMOS model from three dimensions of the information, information source and information sink, by using flow perceived usefulness and perceived expectancy as the intermediate variables, and empirically explores the factors that affect information adoption behavior of spontaneous group-buyer in virtual community.This study collects data through the users of spontaneous group buying in BYR and Shuimu BBS, and make the descriptive statistical analysis, reliability analysis, validity analysis, structural equation model test and fit test by SPSS17.0and AMOS17.0. The related results show the following conclusions:(1) perceived expectancy and perceived usefulness are important intervening variables, which have significant positive effect on information adoption behavior of spontaneous group buyer in virtual community.(2) The professional and familiarity of the source, information quality, online shopping experience of the receiver are positively related with perceived usefulness and perceived expectancy in spontaneous group buying in virtual community.(3) What is more, the homogeneity between the source and receiver has no significant effect on perceived usefulness and perceived expectancy in spontaneous group buying in virtual community.The findings provide constructive suggestion for the relative parties. What is more,the study enriches the theory of information adoption and spontaneous group buying, pointing out the direction for future research.