Research On The Influence Of Psychological Distance On The OWOM Usefulness Of Virtual Community

With the rapid development of social media,social e-commerce has emerged as the times require.As an individual information or knowledge sharing platform,the virtual community has been widely used in the social e-commerce marketing,and has become an important field of e-commerce.The spread of OWOM among the members of the virtual community has a significant impact on people's purchasing decision.So businesses focus more on the importance of virtual community OWOM;therefore,the usefulness of virtual community OWOM research has important theoretical and practical significance.At present,the research was based on information processing,consumer attitudes and consumer behavior and other theories,while the study of virtual community OWOM was on the spread of people,OWOM characteristics,and the recipient.In recent years,psychological theory has gradually been applied to the marketing behavior,in particular,the application of psychological distance theory.The psychological distance(three dimensions of time distance,spatial distance and social distance)theory and CLT theory carries on the analysis to the virtual community OWOM valence,while the scene is set up by using the method of experiment,and spss21.0 software was used for data analysis.Thus,it can be used for reference to the practice of OWOM marketing and related research in the social media environment.The results show that when time distance(social distance and space distance)is near,it is more useful to lower the construal level of virtual community OWOM;on the contrary,the high construal level of virtual community OWOM information is more useful.When the social distance is near,no matter the time distance(space distance),it is more useful to lower the construal level of virtual community OWOM;on the contrary,the high construal level of virtual community OWOM information is more useful.When the time distance is near,no matter the space distance,it is more useful to lower the construal level of virtual community OWOM;on the contrary,the high construal level of virtual community OWOM information is more useful.When the three interact,any two of them is near or the three is near,it is more useful to lower the construal level of virtual community OWOM;on the contrary,the high construal level of virtual community OWOM information is more useful.