基于虚拟社区的网络互动对网络购买意向的影响研究

A Study on the Impact of Interactivity on Online Purchasing Intent Based on Virtual Community

网络互动和虚拟社区是与互联网密切相关的概念,经常在研究中提及,但很少用来专门研究对网络购买意向的影响。针对虚拟社区和成员的互动性,构建网络互动、互动效用和网络购买意向三者之间的关系模型,从理论上探讨基于虚拟社区的网络互动这种新型人际交往方式对网络购买意向的影响机制,就显得很有必要。网络互动的四个分析维度分别为互动场所、互动特性、互动方式和互动内容,互动效用的三个分析维度分别为工具效用、社会效用和心理效用。通过431个样本的统计分析和实证研究,可提炼出网络互动的12个因子和互动效用的6个因子。研究表明互动效用是网络购买意向的标志值。

The concepts of interactivity and virtual community associated with the World Wide Web are often mentioned in the academic field but are seldom used to explore their impact upon online purchasing intent. Aiming at community members as well as their online interactions, this paper attempts to construct a model of the relationships between interactivity, the utilities of interactivity and the online purchasing intent. It theoretically explores the effect and influence of interactivity as a new way of interpersonal intercourse in virtual community upon online purchasing. Four dimensional constructs central to interactivity are developed： site, specialty, mode and matter of interactivity. Utility of interactivity is classified by three dimensions： functional, social and psychological utilities. With a statistical analysis of 431 valid samples and the empirical research, twelve factors of interactivity and six factors of utility of interactivity are abstracted. The result shows that the utility of interactivity is a key indicator of online purchasing intent.