虚拟社区知识共享对消费者购买意愿的影响研究被引量：7

The Effect of Knowledge Sharing in Virtual Communities on Customers' Purchase Intention

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摘要虚拟社区为网络空间的用户提供了知识共享、信息交流的平台。虚拟社区成员间的知识共享成为消费者制定购买决策的主要驱动力。研究主要探讨虚拟社区知识共享对消费者购买意愿的影响,从感知社区环境、参与程度、认同一致、感知互惠、感知信息有效性这几个变量出发,通过社区意识和信任对消费者购买意愿产生影响。研究结果表明感知社区环境通过社区意识、感知信息有效性,通过信任对消费者购买意愿产生显著影响。 Virtual communities provide a platform for knowledge sharing and information exchange to network users. The knowledge sharing behaviors of users in virtual communities become a major driving force to customers＇ purchase decision. The article mainly discusses the effect of knowledge sharing in virtual communities on customers＇ purchase intention. Using sense of community and trust as mediating to affect purchase intention, the author chooses five variables, which are perceived community environment, participation level, identification, perceived reciprocity and perceived information validity. The results reveal that perceived community environment by sense of community and perceived information validity by trust play significant roles in influencing customers＇ purchase decision.

作者李金阳

机构地区湖北经济学院信息管理学院

出处《图书馆学研究》 CSSCI 北大核心 2014年第11期35-41,共7页 Research on Library Science

基金湖北经济学院青年基金项目(XJ201317)

关键词虚拟社区知识共享购买意愿信任社区意识 virtual communities knowledge sharing purchase intention trust sense of community

分类号 G250.7 [文化科学—图书馆学]

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参考文献18

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