Research Of Cooperative Learning Based On The Consumer Behavior Of Virtual Community

This study is based on online consumer behavior theory model, with virtual community as the research platform Based on the theory model of online consumers’behaviors, using virtual community as the research platform, its "residents" as the research object, its participants’willingness to cooperate as the research entrance, this study introduces community visitors’learning consciousness to discuss internal relationship, effect mode and path among enterprises’cooperative learning mode in virtual community, community visitors’ perception, the construction of virtual community and virtual community website viscosity through various community experiences of "residents".By integrating theory concepts of virtual community, consumers’behaviors, virtual network viscosity, cooperative learning and so on, this paper states how the construction of virtual community affects the appearance and formation of network users’learning willingness in the virtual community and combines with the accommodation of website viscosity under the network environment through users’apperceiving in community websites. On the one hand, the paper achieves new marketing strategies by the combination of cooperative learning theory and virtual community; on the other hand, it achieve more comprehensive research about consumers’behaviors by the analysis of different network users’network viscosity under network environment.By the methods of the combination of theory and empirical research, based on the200valid questionnaires from web-based survey, this paper used SPSS(statistical analysis software) to complete description analysis, reliability analysis, validity analysis, correlation analysis and regression analysis, and validated the intermediary effect for model mediating variables and regulating action for manipulated variables, test the assumptions of the model to verify its rationality.