中文摘要：

随着因特网的应用普及,消费者购买选择的人际影响对象和平台开始向虚拟社区转移,如何利用虚拟社区开展营销活动已经成为企业的新话题。以一个消费型虚拟社区为研究对象,实证地探讨了社区中成员感知价值对其购物行为的影响,以及成员自身易感性对此过程中的调节作用。实证结果表明,成员在社区中感知目的性价值和社会价值对购物行为的形成和变化有显著影响。信息易感性对感知目的性价值与购物行为变化之间的关系有显著的调节作用。

英文摘要：

With the wide spread of internet applications,the sources of interpersonal influence on consumers purchasing decision has transferred to the virtual communities,how to use it in marketing activities has become a new issue from practical perspective。 Taking a consuming virtual community as an example,this study empirically explores the influence of the members＇ perceived value of the virtual community on their purchasing behavior,as well as the mediate role of susceptibilities in this relationship.The empirical results shows that the members＇ purposive value and social value of the virtual community has a significant positive impact on their purchasing behavior,and information susceptibilities mediates the relationship between the purposive value and purchasing behavior significantly.