The Influence of C2C Virtual Community Interactive Characteristic on the Network Purchasing Behavior

Abstract

Virtual community members' strong interactivity makes community information become an important factor that influence consumer decision-making. Based on the definition and dimensions of virtual community interactive content characteristics, we made an empirical research on the interactive content characteristics of C2C virtual community and its influence on users' network purchasing. The results show that the features of interactive content of the virtual communities have positive effect on the network purchasing behaviors. The user stickiness plays an intermediary role in this process.