Virtual Community Of Network-based Interactive Network Buying Behavior Research

In recent years, study on online purchasing behavior is becoming the key area of research. But most researches focus on the direct factors which affect on online purchasing behavior rather than from the perspective of virtual society and virtual interpersonal interaction to probe insides of online purchasing behavior. Owing to praticalarity of virtual society, online purchasing behavior is directly affected by internet interaction which is significantly different from the real interaction in the physical society. The differences between the internet interation and real interaction are the ones in norm of society, morality obligation, anonymity, virtuality and so on. It is a pity that the online purchasing behavior can not be explained by the theory of consumer behavior based on the physical society and industrial economics, it is very difficult to clarify the inherent mechanism by using 4P frame and the theory of consumer behavior simply. So it is very helpful to enrich and develop the theory of consumer hebavior to discuss interpersonal interaction under the environment of virtual society, to study its influence on online purchasing behavior and to open out key factors and their affecting mechanism, which will be beneficial to website businessman to make better strategy.Based on Theory of Reasoned Action, Technology Acceptance Model and the environment of virtual community, this paper aims at the community members and their internet interaction to mainly study the inherent relationship among internet interaction, utility of internet interaction and online purchasing intent and action, discuss the influencing patterns and path, analyze the different influence on the relationship by different level of internet interaction.In this study, the concepts and methodology of the theory of consumer behavior, psychology of consumption, social psychology, marketing management are used. On the research path, the paper adopts multi-dimension and multi-perspective conceptual framework, and combines theoretic analysis and empirical study to research the inherent mechanism of internet interaction, utility of internet interaction and online purchasing behavior. With the statistic analysis of 431 valid samples, the paper abtains a few findings as follow:(1) In this study, a model of relationship among internet interaction, utility of internet interaction and intent of online purchasing is built. It theoretically explores effect and influence of internet interaction as a new manner of interpersonal intercourse in virtual community upon interpersonal relation. it also describes the inherent relationship mechanism between internet interaction and intent of online purchasing. This study approves that there is inherent relation among internet interaction, utility of internet interaction and intent and action of online purchasing, which explains that there is a correlation among our new living space, new manner of interpersonal interaction, online purchasing and consumption pattern, thereby open out theoretically the mechanism of relationship among the three. It finds that utility of internet interaction is a key indication of online purchasing intent and action, that is internet interaction directly affects on utility of internet interaction, farther affects intent and action of online purchasing.(2) In this study, "internet interaction" is classified by four dimensions: site of internet interaction, speciality of internet interaction, mode of internet interaction and matter of internet interaction. With the empirical research, 12 factors are obtained. Using second factor reduction, 10 factors are finally obtained: exact positioning, customization, standardization, technologic guarantee, anonymity, virtual relation, one to one synchronization, everyone asynchronism, functional interaction and interpersonal interaction.(3) In this paper, "utility of internet interaction"is classified by three dimensions: functional utility, social utility and psychologic utility. With exploring factor reduction, 6 factors are abstracted: information hunting and efficient decision making within the dimension of functional utility, trust and social norm within social utility, flow experience and identity within psychologic utility.(4) With empirical study, the study approves relationship mechanism hypothesesed by the paper. Each deminsion of internet interaction affects indirectly online purchasing intent by utility of internet interaction, different utility of internet interaction gives different effect on online purchasing intent, the extent of affecting intension of social utility is greater than one of functional utility, the affecting intension of psychologic utility is the smallest. It is also found that each deminsion of internet interaction affects selectively on each utility of internet interaction, all of five fators of internet interaction have the influence upon functional utility, social utility is affected by site of internet interaction, one to one synchronization and everyone asynchronism, psychologic utility is affected by speciality of internet interaction, one to one synchronization and matter of internet interaction.The paper uses a fator of the level of internet interaction to further understanding of the relationshop mechanism. With the clustering analysis, the sample is divided into two groups by high and low level of internet interaction, one is high interaction level group, one is low interaction level group. According to comparative analysis, it is found that there is significant different influence on the relationship between the two groups. The utility of internet interaction of low interaction level group is significant smaller than one of high interaction level group, and its influence to intent of online purchasing is also weaker than on of high interaction level group. This results not only indicate the difference of influence on online purchasing intent between two groups, but also again explain that there is an influence mechanism between internet interaction and online purchasing intent and action hypothesesed by the study.