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An Empirical Research on Factors Influencing Virtual Community Members Shift Toward E-Commerce Buyers
Conference proceeding   Peer reviewed

An Empirical Research on Factors Influencing Virtual Community Members Shift Toward E-Commerce Buyers

Guangming Yang, Zhongwei Gu and June Wei
Design, Operation and Evaluation of Mobile Communications First International Conference, MOBILE 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19-24, 2020, Proceedings, Vol.12216, pp.166-173
Information Systems and Applications, incl. Internet/Web, and HCI
Design, Operation and Evaluation of Mobile Communications (HCII 2020), 1st (Copenhagen, Denmark, 07/19/2020–07/24/2020)
2020
DOI: https://doi.org/10.1007/978-3-030-50350-5_14
Web of Science ID: WOS:001289936900014

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Abstract

Virtual community users transformation trust information value Computer Science Technology Telecommunications
With the growing number of virtual community providers entering the e-commerce transactions market, the mechanism affecting the community users shift to e-commerce buyers has gradually aroused the concern of industry and academia. Based on trust mechanism, the value of information and risk cost theory, this paper constructs the transformation model of the virtual community of users. To select members of the community survey, we collected a total of 269 valid questionnaires. After data processing and analysis, the results indicate that perceived purposeful value of virtual community members significantly positively affects community trading platform trust. Perceived purposeful value of virtual community members has a significant positive impact on their purchase intention of virtual community trading platform, and thus significantly affect the purchase intention. Community trading platform trust significantly positively affects users' purchase intention.

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