An Empirical Research of Knowledge Sharing In Virtual Communities on Customers Purchase Intention
Knowledge sharing behaviors in virtual communities have social value.Members in virtual communities can obtain abundant information through knowledge sharing behaviors, which will affect their purchasing decision process.This paper focuses on the influential factors of knowledge sharing behaviors in virtual communities on consumers purchase intention.We proposed a research model in which perception of community environment, participant involvement, consistent identification, perception of reciprocity, perception of information validity tended to have impact on consumer purchase intention through trust in virtual communities.We presented an empirical research by using structural equation modeling methods, designing questionnaire for data collection.By analyzing the 159 effective survey data, our findings implied that perception of community environment, consistent identification, perception of information validity and perception of reciprocity had a significant and positive impact on consumers purchase intention through trust, but not the participant involvement of members.
Knowledge sharing Virtual communities Purchase intention Influential Factors
LI Jinyang
School of Information Management, Hubei University of Economics, Wuhan 430205, China
国际会议
武汉
英文
280-284
2016-10-21（万方平台首次上网日期，不代表论文的发表时间）