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笔者从虚拟社区成员自主搜集共享知识的角度出发,探讨虚拟社区知识共享机制与网络消费者购买决策之间的内在联系,并以问卷的方式,调查了淘宝网虚拟社区环境下的共享内容质量、共享程度、知识创新能力、感知价值、产品或服务类型和知识共享保障制度6个因素,对消费者购买决策产生的影响,为企业完善虚拟社区知识共享机制和实施有效的营销策略提出了建议。
From the perspective of self-collecting knowledge shared by members of the virtual community, the author explores the intrinsic link between the knowledge sharing mechanism of virtual communities and the purchase decisions of online consumers, and investigates the quality of shared content in the environment of Taobao’s virtual community using questionnaires. The six factors of sharing degree, knowledge innovation ability, perceived value, product or service type, and knowledge sharing protection system influence the consumer purchase decision, and provide suggestions for enterprises to improve the knowledge sharing mechanism of virtual communities and implement effective marketing strategies.