Research On The Factors Influencing The Cashability Of Community E-commerce Based On The Sense Of Virtual Communities

In the era of digital economy,my country's e-commerce market has become more mature.With the gradual sinking of the consumer market,the online market is close to saturation,user dividends are reduced,and problems such as high customer acquisition costs for enterprises have become the biggest bottleneck in the e-commerce market.In order to solve the above problems,a social business model that relies on virtual communities came into being[1].The virtual community economic model combines the early form of business activities-the "acquaintance economy"with the Internet platform for cross-regional communication at any time,and uses the economies of scale brought about by the fission of social relationships to greatly reduce the cost of acquiring customers,and at the same time,it also reduces In addition to production and transportation costs and transaction costs,more and more people choose to use virtual communities to carry out a series of marketing activities and transformation and upgrading.The virtual community attracts a large number of potential customers due to its decentralized characteristics,covering more diverse value components and greater purchasing power,but it also makes it more difficult to measure the value of the virtual community.In order to maximize the potential value of the community and scientifically assist managers in the operational decision-making,it is urgent to explore the influence mechanism of the community's ability to realize its liquidity.The traditional sense of community theory model proposed by McMillan contains the four elements of community:membership,influence,need satisfaction,and emotional connection,which can better reveal the happiness perception of members in their community[2],and the proportion of each influencing factor can be used to assist managers in the implementation of decision-making and community operations,with high theoretical and practical value.However,the main body of research at that time focused on physical communities,which is still quite different from online communities.Therefore,whether the model is applicable to the current measurement of virtual community sense and whether it can predict the monetization ability of the community remains to be considered.In the context of social e-commerce,this article is based on consumer virtual communities,based on McMillan's sense of community model,and taking the level of community consumption as the moderator,through questionnaire surveys,structural equation models,and data analysis.And other methods,focusing on the impact of various influencing factors in the virtual sense of community on the monetization ability of the community.While exploring the predictive effect of virtual sense of community on the monetization ability of the community,it verifies the modern adaptability of various factors in the traditional virtual sense of community measurement model.Studies have shown that:the virtual sense of community and its four elements have a positive impact on the ability of the community to realize the ability;the consumption level of the community plays a moderating role between the sense of virtual community and the ability of the community to realize the ability;the four elements of the theory of the virtual sense of community are in modern times The measurement of community is still used,and can effectively cover all the measurement dimensions of the virtual sense of community.And,combined with empirical conclusions,this article further provides suggestions on operation management for community operators and business managers.