交易型虚拟社区地消费者价值接受模型研究.pdf

Research on transaction-oriented virtual community consumers’ value acceptance model Abstract The integration of e-commerce and virtual community is an inevitable trend. However, the construction of virtual communities by e-commerce enterprises didnt gain the expected high returns. In fact, as an emerging area of research, transaction-oriented(TO) virtual community has not been researched systematically by business community and academia. Especially the research of how TO virtual community affect consumers’ online shopping behavior, is e-commerce enterprises’ main concern. Interactive communication is the main characteristic of virtual community, is also the foundation of business value realization. The interactive communication between virtual community members creates virtual community functional effect, emotional effect and social effect. In TO virtual community, the consumers’purchase decision-making process also follows stimulus-reflection theory. The interaction of virtual community, as stimulating factor, affects consumers’perceived value, further affects shopping attitude and shopping intentions of consumers. The consumers’ decision-making process is the process of consumer perceived value, so virtual community consumer behavior can be analyzed from the perspective of customer value. Based on the technology acceptance model, in TO virtual community, two dimensions of interactive communication: information exchange and interpersonal interactions as external variables, four dimensions of customer value : functional value, emotional value, social