虚拟社区知识共享对消费者购买意愿的影响研究

被引:24
作者
李金阳
机构
[1] 湖北经济学院信息管理学院
关键词
虚拟社区; 知识共享; 购买意愿; 信任; 社区意识;
D O I
暂无
中图分类号
G250.7 [图书馆自动化、网络化];
学科分类号
120501 [图书馆学];
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。
引用
收藏
页码:35 / 41
页数:7
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