Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)

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The Related Fusion Application of Computer Remote Network Communication Technology and Community E-commerce

Authors
Feinan She1, *
1College of Tourism and Landscape Architecture, Guilin University of Technology, Guilin, China
*Corresponding author. Email: 2625944593@qq.com
Corresponding Author
Feinan She
Available Online 20 December 2022.
DOI
10.2991/978-94-6463-030-5_31How to use a DOI?
Keywords
Online Community Atmosphere; Community Identity; Buying Behavior
Abstract

With the rise of e-commerce and community marketing, it is particularly important to understand consumer behavior in the online community environment for the development of enterprises and community economy. Based on the theory of environmental psychology and from the perspective of online community atmosphere, this paper constructs a decision-making model of consumer purchasing behavior in online community atmosphere. The data were collected by issuing questionnaires, and then SPSS version 26. 0 and AMO version 26. 0 statistical analysis software were used to conduct relevant empirical analysis and hypothesis testing on the data, mainly including descriptive analysis, reliability and validity analysis, correlation analysis, regression analysis and path analysis. The results show that three dimensions of online community atmosphere: informational support, emotional support and control of uncivilized behavior have significant positive effects on community identity. Social identity has a significant positive impact on consumer buying behavior, and social identity has a complete mediating effect on the relationship between online community atmosphere and consumer buying behavior, which further reveals the internal influence mechanism of online community atmosphere on consumer buying behavior.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
20 December 2022
ISBN
10.2991/978-94-6463-030-5_31
ISSN
2589-4919
DOI
10.2991/978-94-6463-030-5_31How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Feinan She
PY  - 2022
DA  - 2022/12/20
TI  - The Related Fusion Application of Computer Remote Network Communication Technology and Community E-commerce
BT  - Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
PB  - Atlantis Press
SP  - 299
EP  - 307
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-030-5_31
DO  - 10.2991/978-94-6463-030-5_31
ID  - She2022
ER  -