Research On The Influence Of Virtual Community Communication On Internet Purchasing

With the popularity of internet and the development of virtual community, people’s lifestyle has dramatically changed. Thus, virtual community and internet purchase is becoming the focus of attention for us. In both academic studies field, some scholars make their study either from the concept and social function of virtual community, and others mainly study factors which may influence internet purchasing such as the users own perspective like personal difference, web-using status. Compared with the previous studies, research on how virtual community spreading plays an increasingly significant role in internet purchasing is not enough, especially lack of case study and empirical analysis.This paper studied how virtual community spreading make effects on internet purchasing from analyzing the perspectives of pass (online merchants, community platform) and audience (network consumer). From the perspective of the pass, taking Taobao community "double eleven" successful case as an example, after analyzing it in detail, finding that virtual community has definitely influenced internet purchasing. From the perspective of the audience, using in-depth interviews as quantitative analysis and qualitative analysis of the questionnaire method, concluded virtual community spreading influenced the consumers’purchasing from these three areas:willingness, decisions and behavior. Specific factors are the following: perceived usefulness information value of virtual community, sense of community, trust of community interaction environment, the third-party evaluation system, community groups’norms etc. On base of these studies, build a structural model of virtual community spreading influenced on internet purchasing. The paper also proposed some practical suggestions such as promoting vigorously virtual community user participation, establishing good trust mechanism, improving virtual community protocol, optimizing management system, effectively managing social information reputation, to avoid negative messages dissemination etc. In conclusion, the paper would be a reasonable useful reference for a better development of users, virtual community platform and online sellers so as to maximize the influence of virtual community spreading on internet purchasing.