Research On The Impact Of Social Virtual Community Trust On Consumer Online Shopping Willness

Virtual Communities refers to a group of people with common interests or goals to exchange and share information through the virtual space on the network to each other to form a social group relations. With the rapid development of Internet technology, social networking has become a modern exchange and communication indispensable tools, and even has become a way of life, thereby forming a social class virtual communities not only to expand the functions of both interpersonal and entertainment function, and hundreds of millions of active users for the network marketing offers a huge consumer groups and marketing channels.With the development of economic globalization and the popularity of online shopping, the major electronic commercial enterprise have started to explore the social electricity commerce model, not only that, the part of the individual members of the virtual community have also seen tremendous business opportunities, began to get involved in social network marketing, especially in recent years, the hot of microblog and WeChat caused a lot of socializing online shopping boom. Foundation of social online shopping is social, namely the relationship between people, the social virtual communities as a intermediary of shopping information dissemination and sharing and carrier of the transaction. Whether the mutual trust of its members between them will affect their willingness to consume and consumer behavior, worthy scholars further study and discussion.This study from the perspective of virtual community trust, deeply discusses the influence of virtual community trust for consumers to participate in the social online shopping, and build the model of social online shopping.By means of questionnaires, this study collected 267 samples data of the people who participated in the virtual community, adopt SPSS19.0 statistical analysis software to analyze data, and finally get the empirical conclusions, for enterprises and individuals to carry out the marketing business in virtual communities as a reference, at the same time provide academic circles the theoretical guidance of virtual community trust and social online shopping research direction.The main conclusions are: community identity, members of interactive, dispositional trust had significant positive influence on virtual community trust, community participation motivation had no significant positive influence on virtual community trust; community trust had significant positive influence on perceived ease of use and perceived usefulness; community trust and perceived usefulness had significant positive influence on the willingness of consumers online shopping; perceived ease of use had no significant positive influence on the willingness of consumers online shopping.