The Influence Of Interaction On Consumer’s Purchase Intention In Virtual Community

With the development of network technology, the dissemination of information more widely, virtual communities has become the main platform for consumers to obtain product information, consumers before making a purchasing decision are accustomed to virtual communities interact with the other members, this kind of interaction embodies the socialization of virtual communities. China, as a country of cultural, compared to Europe and the United States, Chinese are more dependent on context, more susceptible to the influence of others. Researchers refer to this tendency affected by others as human susceptibility, the development of virtual communities makes this interpersonal influence extends from the reality to the virtual world of the Internet. Less research about Susceptibility to Interpersonal Influence in China, so, considering the situation in China to study under the environment of virtual communities, Susceptibility to Interpersonal Influence of different consumer’s purchase intentions to buy virtual communities interact in the difference of the effect of the various elements will have a certain theoretical significance, For enterprises? community marketing also have a certain practical significance according to different consumer.Paper main using the method of specification research and empirical research phase, first defined the related concept based on the literature review, then use the model of 5W information spread for theory based, from letter source, and information, and channel aspects proposed four a virtual community interactive dimension degrees, and based on the rational behavior theory, and social effect theory, from consumers of individual psychological features starting, proposed interpersonal easy perceptual this a regulation variable, building a concept model about virtual community environment consumers interactive to effect consumer’s purchase intentions;using Online and field ways to collect the date about consumer’s interactive experiences in virtual community, on this basis, using SPSSl7. 0 software to count and analyze the data, and to verify the relationship between the variables.Through the above empirical studies, virtual community interactive process, the sender of information professional, community, information quality, website credibility significantly positive effects on consumer purchase intention. The susceptibility to information played a positive role in the path, this conclusion consistent with foreign studies. Susceptibility of norms regulating effect is not significant, probably because this paper is characterized by a virtual relationship study of online communities, the relationship between community members is not close, so it is not obvious for the members to get recognition and avoid punishment. The virtual community has not been as an entity to regulate and control their behavior.