虚拟社区知识共享之于消费者购买意向的研究

Research on knowledge sharing in virtual communities on consumer purchase intention

随着互联网的普及,虚拟社区知识共享已经开始影响消费者的购买行为.本研究从共享主体的视角出发,探索了虚拟社区知识共享对消费者购买意向的作用机制.研究表明:共享主体可以通过信息发送者的专业能力、信息接收者的专业能力、信息接收者搜寻信息的主动性、关系强度和社区活跃度这五个纬度来表达.其中前三个纬度通过信任显著影响购买意向,后两个纬度对购买意向的影响不显著.

With the popularization of internet,knowledge sharing in virtual communities has already started to affect consumers＇ purchase behavior.Based on the subject of knowledge sharing,the study explores the influencing mechanism of knowledge sharing in virtual communities on consumer purchase intention.The study indicates that： the subject of sharing can be described by five dimensions： the sender＇s expertise,the receiver＇s expertise,the proactivity of the information searcher,tie strength and community activity.Among them the first three dimensions have significant influence on the purchase intention by trust,and the latter two dimensions haven＇t significant influence.