A Study On The Influence Between Motivation And Consumers’ Information Sharing Behavior In Virtual Community

As the internet technology is developing fast, virtual communities have playing an important role in our life. Not only the virtual communities offer a place for consumers to comminute with others and share their information, but also help the businessman to learn about the consumers’ behavior virtual communities provide for the businessmen.. Information sharing in virtual communities has induced great consideration, on the one hand, it is an important part and a necessary condition for the survive and development of virtual communities. In-depth understanding of the reasons why members share information in virtual community can help us to manage and built the virtual community better, and to promote the interaction inside. On the other hand, it can help the businessmen to provide special goods or service to the right ones.Firstly, this study analyzes the types, meaning, characteristic of virtual communities, then it gives out virtual communities’ value. then it brings out the type of interaction. Secondly, on the studying of formal researches, this paper concludes the theories referred when studying about information sharing in virtual communities, such as TAM,motion theories. It analyzes the relationship between sharing intention and sharing behave,motion and behave. Thirdly, it concluded the study of factors that influence information sharing in virtual communities into every factor.This paper constructs the model of consumers’ information sharing behavior in virtual community from perspective of motivation, the article empirically studies the influencing factors in the communication of the Virtual Community. It conducts a survey in virtual communities, use statistical software SPSS to carry out reliable analysis. It comes out that intrinsic motivation(enjoyment, interest, satisfaction) and extrinsic motivation(self-image, reciprocal motivation and contacting motivation) can improve information-sharing effect. Information-sharing intention plays a mediating role between motivation and information-sharing behavior.