The Impact Of Interpersonal Attraction On Group-Buying Information Sharing Efficiency Of Online Community

In the vigorous development of online group buying and communities Internet plus age,enterprises are exploring the integration of the two to develop a new business model.However,the business circles fall a low price and passive situation because of having a lack of essential understainto nding of group buying.Group buying sites are keeping high growth rates and high mortality rates.There is rarely a perspective on interactive application field of the online group buying and the network communities.Standing in the perspective of marketing,this paper summaries the relevance theory of communication and social psychology,constructs a research model for the impact of interpersonal attraction on information sharing efficiency of online communities,explores communities' interpersonal factors and their action path of the information sharing efficiency,and provides theoretical guidance for enterprises to realize the network community resources.First,this paper summarizes the development status of online group buying and network communities,reviews the research on the internal factors of interpersonal attraction and literature related to information sharing,and constructs a model about the impact of interpersonal attraction on information sharing efficiency.Then,explores the four internal variables of interpersonal attraction:identify\interest association\interpersonal interaction\relational tie how to influence information sharing efficiency through the intermediary effect of information identity.Next,this paper adopted the mature measurement scale of research variables that has been developed by the academic circle.According to the research model and hypothesis,the questionnaire is designed and the pre-investigation and formal investigation are carried out through the network channel.Formal investigation collected 386 valid questionnaires.SPSS22.0 and AMOS17.0 were used to analyze the reliability\validity\regression analysis\structural equation test of the research data.The following conclusions were drawn:(i)Identity,interest Association,interpersonal interaction and relationship ties have a significant positive impact on.information identity.(ii)Interest Association,interpersonal interaction and relationship ties have a significant positive impact on information sharing efficiency.(iii)Information identity has different mediating effects between interest association,interpersonal interaction and relationship ties.(iv)Relationship intensity has a positive adjustment effect between information identify and information sharing efficiency.Finally,summarizing the results of the study then explaining it.According to this,we propose to the enterprises the marketing proposal of making full use of the network community resources to carry out online group buying.