An Empirical Study Of The Relationship Between The Characteristics Of Information Sharing Subjects And Consumers Purchase Intention In Virtual Community

Over the past decade, with the development of network technology, increasingimpact of transactional virtual community platform sharing of information on thepurchase of consumer network is more and more stronger. The transactional virtualcommunity information sharing is changing the model of the business of marketingand consumer lifestyles. Although the practice of transactional virtual communityinformation sharing has already begun, academia is not in-depth research on how toinfluence consumers’ purchase intentions and behavior about information sharing.And to clarify this issue for consumers to participate in virtual communities onlineinformation sharing efficiency and quality of the information, Electronic commerce toeffectively carry out the marketing and management of virtual communities, andultimately win the bigger consumer market has great practical significance.I read lots of papers about transactional virtual community, information sharing,trust theory and consumer purchase intention, and sum up the scale of informationsharing subject characteristic variables, trust and purchase intention, to form apreliminary questionnaire. And then through the small scale interview to ensure thequestionnaire items expression is smooth, semantics is popular, and then ensure thatthe respondents could really understand questions. Finally take the transactionalvirtual community as the research platform and take the consumers who have onlineshopping experience as samples questionnaire. After collecting a sufficient number ofquestionnaires, use SPSS16to do reliability analysis, factor analysis, correlationanalysis and regression analysis and other empirical analysis. The main researchcontents include:(1) Summarize transactional virtual community information sharingsubject characteristics.(2) In the background of virtual community and in the premiseof information sharing, to research the relationship of information sharing subjectfeature and information trust.(3) The relationship of receiver information trust andbuying intention.(4) From the perspective of information trust to research the relationship between information sharing subject characteristics and consumers’purchase intention, in-depth study the relationship of information sharingcharacteristics, information trust and purchase intention influence, forming a modelof virtual community information sharing subject characteristics, the recipientinformation trust and purchase intention relationship.The conclusions of this paper can be presented as follows:(1) Transactionalvirtual community information sharing subject characteristic mainly includes thecharacteristics of information sender and information receiver, the characteristics ofinformation sender can be measured by the information sender’s professional abilityand community position and the characteristics of information receiver can bemeasured by the receiver’s search initiative, professional ability, trust propensity.(2)In the process of transactional virtual community information sharing, thecharacteristics of information sender (professional ability and community position)have positive impact on information trust of the receiver.(3) In the process oftransactional virtual community information sharing, the characteristics ofinformation receiver(search initiative, professional ability, trust propensity) havepositive impact on information trust of the receiver.(4) In the process of transactionalvirtual community information sharing, information trust of the receiver have positiveimpact on his/her purchase intention.This paper construct a model of transactional virtual community informationsharing subject characteristics, the recipient information trust and purchase intentionrelationship. Theoretically the model has a deep analysis of the marketing trading ofvirtual community, improving the transactional virtual community online informationsharing efficiency and quality of information, and ultimately providing a substantivepolicy to win more consumer market.