An Empirical Study Of The Virtual Community On Customer Influence

No matter what kind of purchase. consumers need a comprehensive understanding of the product or service, and then take an action. With the network development, the virtual community has become the platform to provide participants with the product information, and allow participants to talk about, shopping and other activities. So it is great convenience in the purchase. In particular, consumers sometimes do not know the knowledge and purchasing experience of electronic digital products, but the virtual community rack up a bridge of communication, so more and more consumers take part in communities. The cohabitation of the network information, it is important of the credibility of the information in the community, but this trust will be subject to the characteristics of the research community itself, so this paper have some practical significance for the study of community characteristics affecting the purchase intention.In general, The characteristic factors of the virtual community can be divided into systemic and social duality features:on the one hand, the virtual community is an electronic platform; on the other hand, the virtual community is acommunity-based organization. However, due to the current research in this area is still in its infancy, and no basis for the different market characteristics of the community for the corresponding study, a certain lack of targeted research in community characteristics.Base on the deficiencies of these practical problems and theoretical studies, this paper not only start from the electronic digital market, but also study the impact of model of the virtual community in this particular market. The model is mainly based on the consumer behavior model and Feshion model. It also contains the dual characteristics of the virtual community, and then to validate the model by collecting data on the corresponding community. In the empirical study, this first I select some community members to the front side in a virtual community randomly, and according to the results of the pretest questionnaire design is adjusted; then, data collected on a wide range of conduct validity and letter of the degree of inspection ensure that data of reliability and validity; Finally, I use structural equation modeling to validate the theoretical model, to confirm that the virtual community of digital electronic products to buy preferred, and to sort out the chain of the complex relationships among variables. Research in this paper can provide a number of virtual communities in marketing.