| 虚拟社区知识共享之于消费者购买意向的研究 |
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| 引用本文： | 常亚平,刘兴菊,阎俊,张金隆.虚拟社区知识共享之于消费者购买意向的研究[J].管理科学学报,2011,14(4):86-96. |
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| 作者姓名： | 常亚平 刘兴菊 阎俊 张金隆 |
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| 作者单位： | 华中科技大学管理学院; |
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| 基金项目： | 国家自然科学基金资助项目(7087203770731001) |
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| 摘 要： | 随着互联网的普及,虚拟社区知识共享已经开始影响消费者的购买行为.本研究从共享主体的视角出发,探索了虚拟社区知识共享对消费者购买意向的作用机制.研究表明:共享主体可以通过信息发送者的专业能力、信息接收者的专业能力、信息接收者搜寻信息的主动性、关系强度和社区活跃度这五个纬度来表达.其中前三个纬度通过信任显著影响购买意向,后...
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| 关 键 词： | 虚拟社区 知识共享 共享主体 信任 购买意向 |
Research on knowledge sharing in virtual communities on consumer purchase intention |
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| CHANG Ya-ping,LIU Xing-ju,YAN Jun,ZHANG Jin-long.Research on knowledge sharing in virtual communities on consumer purchase intention[J].Journal of Management Sciences in China,2011,14(4):86-96. |
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| Authors: | CHANG Ya-ping LIU Xing-ju YAN Jun ZHANG Jin-long |
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| Institution: | CHANG Ya-ping,LIU Xing-ju,YAN Jun,ZHANG Jin-longSchool of Management,Huazhong University of Science and Technology,Wuhan 430074,China |
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| Abstract: | With the popularization of internet,knowledge sharing in virtual communities has already started to affect consumers' purchase behavior.Based on the subject of knowledge sharing,the study explores the influencing mechanism of knowledge sharing in virtual communities on consumer purchase intention.The study indicates that: the subject of sharing can be described by five dimensions: the sender's expertise,the receiver's expertise,the proactivity of the information searcher,tie strength and community activity.... |
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| Keywords: | virtual community knowledge sharing subject of sharing trust purchase intention |
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