虚拟社区信任与社区成员购买行为研究  

A Study on Trust and Members' Purchase Behavior in Virtual Communities

作　　者：赵玲[1] 鲁耀斌[1] 邓朝华[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《工业工程与管理》2009年第3期105-111,122,共8页Industrial Engineering and Management

基　　金：国家自然科学基金重点项目(70731001);教育部新世纪人才支持计划(NCET-08-0233)

摘　　要：基于信任形成机制及消费者购买决策过程,建立了虚拟社区的信任模型,并选取淘宝社区成员作为调查对象,共收集376份有效问卷。数据分析表明,熟悉、感知的相似性,结构保证和信任倾向是对虚拟社区成员间信任建立的重要影响因素。成员间的信任影响成员对商家或虚拟社区提供商的信任,同时影响成员从社区获取产品信息的意向,这种意向和对商家或虚拟社区提供商的信任又最终对成员从社区或商家处购买产品的意向产生正向影响。A model of trust in VCs is proposed and empirically tested based on the trust formation mechanism and the consumer purchase decision-making process. Using 367 data collected from Taobao Virtual Community, which show that familiarity, perceived similarity, structural assurance and trust propensity are important antecedents of trust in members in VCs. Trust in members prompts their trust in vendors or VC service providers, and affects members＇ intention of getting information from VC as well. Further, such an intention and the trust in the vendors or VC service providers would both positively influence the members ＇ intention to purchase from the vendors or VC service providers.

关 键 词：虚拟社区 信任 消费者购买决策过程 

分 类 号：C934[经济管理—管理学]