Research On The Influencing Factors Of Consumers' Purchasing Behavior Under The Circumstances Of Virtual Brand Community

With the gradual improvement and development of Internet technology,the cyber marketing which takes network as a media starts to rise.The relationship between consumers and enterprises has become a net-like rather than a chain-like.More and more enterprises have realized that building an virtual brand community can break the limitations of time and space,and can provide an advantaged communication platform in the aspect of strengthening the relations between enterprises and consumers,and consumers themselves to understand the requirement of consumers.Under the background of new technology,it has been a problem for various enterprises to make use of virtual brand community to promote marketing performance and to reach a stable development.It must be attached great importance to,and to solve.For this purpose,this paper has carried on an empirical study of the factors,which influence the purchasing behavior of consumers under the circumstances of virtual brand community.Firstly,the paper starts with the pointcuts of the concepts of virtual brand community and purchasing behaviors of consumers,the management theories of Technology Acceptance Model(TAM)and consumer behaviors,as well as the theories related to the interactions of virtual brand community,to finish analysis of related theories to build a sound theoretical basis for the study.According to the fact of the study and taking TAM as a main reference,a theoretical model of 7 variables as information interaction,interpersonal interaction,community trust,perceived usefulness,perceived ease of use,willingness to buy and purchasing behaviors of consumers has been built,and the hypothesis of the study has been put forward.Secondly,a formal questionnaire has been worked out on the basis of making reference to the maturity scale and small-scale pre-test.Having collected 298 sample data by the combination of on-line and off-line ways,we employed SPSS20.0 and AMOS22.0,and adopted the methods of descriptive analysis,reliability analysis,validity analysis and structural equation model analysis to verify the theoretical model.The result of empirical study shows that the information interaction and interpersonal interaction of consumers of virtual brand community can put a positive effect on community trust which also has a positive impact on the perceived usefulness as well as perceived ease of use;the community trust and the perceived usefulness influence the willingness to buy positively,which has a positive impact on the purchasing behaviors ofconsumers,while the perceived ease of use has no obvious effect on the willingness to buy.Last but not the least,to adjust the theoretical model in a reasonable manner based on the result of the empirical study,and to offer a proposal of marketing-related suggestion,which is to promote the structure and management of virtual brand community,strengthen the thematic interaction of virtual brand community and intensify the community trust of virtual brand community as well.