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Virtual community trust buy will affect the consumer network

Author: ZhangYiJun
Tutor: SuYong
School: Fudan University
Course: Business management
Keywords: Buying Online Virtual community trust Internet Word of Mouth Interactive Technology acceptance model
CLC: F724.6;F224
Type: PhD thesis
Year: 2010
Downloads: 1636
Quote: 3
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Abstract


The advent of the Internet generated unprecedented human lifestyle and spending habits with a significant impact on the development of the world economy, emerging network applications to bring more business opportunities for enterprises. Network buy this new business model development in the country very quickly become very red in recent years, consumption patterns, using the network platform to gather consumers shopping together to reach a large number of purchase in order to improve the bargaining power of consumers. The past on Buying Online research is focused on price discounts, buy mode, pricing mechanisms and profit models, and less for the virtual community is formed between members of the trust and good community relations to consumers participating in the network buy Intention. However, with the accumulation of time with the formation of the Internet community, a member of the virtual community like the traditional community will be the sharing and dissemination of information, through the mutual interaction between the word of mouth spread among the Internet users, the same community a member of relying on the usual share information and collective shopping establish good community relations between the members of a sense of trust and community loyalty, many companies see the virtual community commercial profit potential, community as channels of communication and marketing tool between businesses and their customers have operated on the site, trust and interaction between members of the virtual community will result in changes in the consumer behavior of the members of the virtual community, it is worth scholars discussed in-depth study to improve the network buy research. Trusted by the virtual community perspective, combined with network reputation theory and technology acceptance model theory, in-depth understanding of the virtual community of consumers to participate in the influence of the network buy and develop a network buy model, to extract the impact of network buy a key factor in consumer purchase intention. In this study, a sample of 314 consumers in Shanghai, Jiangsu and Beijing have online group-buying experience, using the SPSS 15.0 and AMOS7.0 statistical analysis software to analyze the data, and finally make recommendations based on the empirical results, as the related network buy operators operator business reference, and academia in the development of network buy another direction of thinking, to provide theoretical guidance and empirical basis for Buying Online marketing practice. The main contribution of this study is to: 1, new research perspective: most are still concentrated in the collation and induction buy the causes and development mode theory, the combination of \\2, new research: combination community trust theory, technology the accepted model IWOM theory, collation and induction through literature, join the community relations, interactive, the personal trust tendencies and other factors, to the Chinese consumers sample, construct and validate the model the impact of consumer participation in network willingness to buy. 3, novel empirical approach: using structural equation to verify the research model, new means of data analysis. And the development and localization of the online group-buying intention scale, comprehensive inductive factors that affect the willingness to buy the network, assist the online group-buying industry operators to understand the value of operating virtual community, a new way for businesses to attract and maintain loyal customers and management infrastructure Buying Online marketing practice to provide theoretical guidance and empirical basis.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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