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首页> 外文会议>International Conference on Computer Sciences and Convergence Information Technology;ICCIT '09 >The Influence of Discussions in Virtual Communities on Consumers' Purchasing Behaviors in E-commerce: Implications for Trust Sources, Trust Building, and Consumer Purchase Intention
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The Influence of Discussions in Virtual Communities on Consumers' Purchasing Behaviors in E-commerce: Implications for Trust Sources, Trust Building, and Consumer Purchase Intention

机译：虚拟社区中的讨论对电子商务中消费者购买行为的影响：对信任源，信任建立和消费者购买意愿的影响

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摘要

Virtual Community and E-commerce are both new research area which is becoming popular in IS academia. In most of research papers, virtual community and e-commerce are talked separately in different stream. Since many e-commerce websites contain a virtual community, we combine these two together to consider whether discussions in virtual communities can influence peopleȁ9;s online shopping behaviors. This paper bases on literature of trust to propose that there are several types of trust sources ȁ3; poster trust sources, consumer trust sources, and environment trust sources ȁ3; engender consumer trust in posters in a virtual community. In addition, consumer trust in posters can affect consumer trust in sellers who referred in the postersȁ9; discussion contents, and then affect consumersȁ9; purchase intention further.
机译：虚拟社区和电子商务都是在IS学术界越来越流行的新研究领域。在大多数研究论文中，虚拟社区和电子商务以不同的方式分别讨论。由于许多电子商务网站都包含虚拟社区，因此我们将这两者结合在一起，以考虑虚拟社区中的讨论是否会影响人们的网上购物行为。本文基于信任的文献，提出了几种类型的信任源ȁ3。张贴者信任源，消费者信任源和环境信任源ȁ3；在虚拟社区中增强消费者对海报的信任。此外，消费者对海报的信任会影响对海报中提到的卖方的消费者信任[9]。讨论内容，然后影响消费者ȁ9；购买意向进一步。

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