基于信任调节作用的网络社群消费者购买行为影响因素实证分析

An Empirical Analysis on the Influencing Factors of Consumers’Purchase Behavior in Virtual Community Based on the Moderating Effects of Trust

基于安徽省干货类农特产品的746份调查样本数据,建立结构方程模型并进行路径分析和中介、调节效应检验。结果表明:感知价值、感知风险分别对购买意愿形成正、负向影响;关系强度正向影响购买意愿和网络社群信任;网络社群信任正向影响感知价值和感知风险,并在关系强度对购买意愿的影响中起调节作用。

Based on the data of 746 survey samples of dry agricultural products in Anhui Province,a structural equation model was established for path analysis,intermediary and moderating effect test.The results show that perceived value has a positive impact on purchase intention while perceived risk is in the opposite;relationship strength positively affects purchase intention and community trust;trust in virtual community has a positive impact on perceived value and perceived risk and it is also a moderating factor in the impact of relationship strength on purchase intention.