Study On The Purchase Intention Of Learning Virtual Community Users To Learning Resources Based On The Behavior Theory

Along with development of the times and progress of the society,personal search,collection,reading,sharing,production and the way of using network information has altered significantly,the era of individual free expression over the Internet has come.From a practical point of view,Google,and Online encyclopedia Wikipedia and other search engines have been widely used around the world.And virtual learning communities,which is developed on Web 2.0,have an increasing influence on the learners learning effects and learning behavior.This paper,using literature research,comparative research method and data analysis,which analyzes how the domestic and foreign consumers' grow the buying intentions for learning resources in virtual learning communities,elaborates why consumers willing to buy learning resources.From another aspect,this paper also illustrates the impact of consumers' buying decisions in virtual learning communities.Meanwhile,using some theories,such as learning communities and user behaviors,and using qualitative analysis to structure the model of virtual learning communities.The results show that Trust and users(users behavior)have been great effect on virtual learning community in buying learning resources.The higher degree of trust,the more active users will be,and their willingness to buy learning resources is more intense.At the same time,virtual learning community and its teacher also have a positive effect on consumers,but it's not too obvious.This paper puts forward the corresponding suggestions and countermeasures separately from the individual level and the virtual learning community.This article is divided into five parts,the first part elaborated the influence factors of virtual learning community to the user knowledge learning and the purchase learning resources,including research background,the purpose and significance of research and the survey of relevant researches at home and abroad,and putting forward the research ideas and methods;The second part is the theoretical basis of virtual learning community and the influence factors of knowledge learning and the willingness of users to purchase learning resources;The third part is the influence factors of virtual learning community to the user to buy learning resources by doing a conceptual model design and design questionnaires to gather relevant data;for the fourth part of the analysis of data paving;The fourth part analyzes the data obtained from the questionnaire survey by using the structural equation modeling method,and carries on the empirical research on the concept model of the influence factors of the virtual learning Community users ' willingness to purchase learning resources;The fifth part is based on the analysis of the first four parts.The author puts forward some countermeasures on the level of teaching scholar,learner level and virtual learning community,and thinks that the teaching accomplishment should be improved,the attention and guidance of the virtual learning community should be strengthened,and the learning products and services should be improved.And there is the conclusion,it's summarizes the innovation point and shortcomings.