The Influence of the Attributes of Interest-Based Virtual Community on Consumers’ Purchase Intention in the Context of the Internet—An Empirical Study Based on SIT Theory

DOI

10.2991/978-94-6463-034-3_13How to use a DOI?

Keywords

Interest-based virtual community; Internet; Purchase intention; Perceived usefulness; Perceived value

Abstract

Based on consumer psychology and marketing theories, using the Social Influence Theory (SIT) model, starting from the four attribute dimensions of interactivity, reliability, sociality and visibility of Interest-based virtual community, and taking perceived usefulness and perceived value as intermediary variables, this paper constructs the impact model of interest-based virtual community attributes on consumers’ purchase intention. The data were collected through the questionnaire, and the hypothesis was verified by structural equation model. The results show that the social and visibility attributes of interest-based virtual community have a positive impact on customer perceived usefulness, reliability and social attributes have a positive impact on customer perceived value. As of December 2021, the number of Internet users in China has reached 1.032 billion, and the Internet penetration rate has reached 73.0%. This study provides theoretical support and suggestions for interest-based virtual community operators to improve platform quality. In addition, it is helpful for enterprises to select virtual communities reasonably, and promote network marketing mechanisms. It enriches the research on the pre-dependent variables of consumers’ perceived value and consumers’ purchase intention as well.

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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TY  - CONF
AU  - Yan Mou
AU  - Lingyue Jiang
AU  - Zhengjie Zhang
PY  - 2022
DA  - 2022/12/23
TI  - The Influence of the Attributes of Interest-Based Virtual Community on Consumers’ Purchase Intention in the Context of the Internet—An Empirical Study Based on SIT Theory
BT  - Proceedings of the 2022 3rd International Conference on Big Data and Informatization Education (ICBDIE 2022)
PB  - Atlantis Press
SP  - 111
EP  - 119
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-034-3_13
DO  - 10.2991/978-94-6463-034-3_13
ID  - Mou2022
ER  -