The Study About On-Line Information Interaction In Virtual Community Affecting Internet User's Consumption Role Changing

The development of internet and information technology leads the study of internet consumption to become emphasis and hotspot in the field of marketing and behavior. In the existing study of consuming behavior, the scholars also study consumer behavior from traditional mode; firstly find out exterior variables which influence internet consuming behavior, use three unaided variables including attitude, intent and behavior of internet consumers to denote consumer behavior, and finally analyze the extent of influence that consumer behavior is affected by some exterior variables.In the study, this article finds that internet information consuming is not similar to the traditional consumption; internet information production and consuming are integrative. It leads that this study could not find all variables influencing internet consumption according to foregoing method.According to the analysis, this article points that static consuming role would denote dynamic internet consuming behavior on the colligation of user class and internet consumption. It has been found that interaction and contribution dimension may measure those static consuming roles for latter quantitative study and guideline of information production. In this change of view, the article would translate successfully internet consuming behavior to the study of consuming role.In the study of exterior variables, the scholars often conclude all factors from the point of individual and group. After reading large numbers of reports, interaction would be regarded as the basic characteristics of internet. On the background of information-based development, this study would focus on information interaction of internet, and find out the key variables influencing the change of consuming role.According to the structure of the article, firstly the author introduces the background of the research, and then put forward flow and question of study. Related literatures are mainly about consumer behavior, internet consuming and information interaction of virtual community. All those literatures establish the theoretical foundation for the model.This article chooses some undergraduates as the target, proposes the whole framework of the research, and at last analyzes the research presumption, questionnaire design and so on. In the analysis of questionnaire data, author finds that the internet information interaction could be divided into eight main components by factor and regression analysis of SPSS. These components would be named after related information origin, instant information form, distant information form, company information dissemination, public information form, practical information origin, technologic information form and objective information origin.Used the method of regression to analyze the relation of information interaction and perceived sense, the result are that distant information has direct impact on perceived usefulness, and instant information, distant information form, public information form and objective information origin have direct impact on perceived ease of use. Applying the conclusions, author set up the most suitable marketing service strategy of internet.About the innovation of this study, the article includes three aspects:study mode of internet consumption behavior, variable prefix of internet consuming and service marketing of internet. The static consuming role would denote dynamic internet consuming behavior in study mode of internet consumption behavior, the information interaction would be regarded as the pivotal characteristics of internet in variable prefix of internet consuming, and the information service strategy would be found in service marketing of internet.