中文摘要：

企业在虚拟社区进行商务活动趋势越来越明显，使得虚拟社区消费信息的分享行为尤为重要。研究构建虚拟社区消费信息内容特性通过信息分享意愿影响信息分享行为的模型，选取有虚拟社区消费信息分享经历的消费者为样本，采用结构方程模型和层级回归分析方法对假设进行检验。研究结果表明，虚拟社区消费信息内容特性可以概括为相关性、可靠性、客观性、时效性和趣味性5个方面，其中，消费信息客观性、时效性和趣味性通过分享意愿对分享行为产生正向影响。自我提升动机对消费信息相关性与分享意愿的正向关系产生负向调节作用，对消费信息可靠性与分享意愿的正向关系产生正向调节作用，对消费信息时效性与分享意愿的正向关系产生负向调节作用。

英文摘要：

Enterprises＇ tendency of doing business in virtual community has become more and more obvious, which makes consumption information sharing behavior in virtual community particularly important. This study constructs a model in which the virtual community consmnption information content characteristic affects information sharing behavior through the information willingness to share, using se- lected consumers with the virtual community consumption information sharing experience as the sample, and tests the hypotheses by using structural equation model and hierarchical regression analysis method. The research results show that, virtual community consumption in- formation content characteristic can be summarized as five aspects, including relevance, credibility, objectivity, timeliness and interesting- ness. Consumption information objectivity, timeliness and interestingness have positive influence on sharing behavior through the willing- ness to share. Self-improvement motivation negatively moderates the positive relationship of consumption information correlation and will- ingness to share, positively moderates the positive relationship of consumption information credibility and willingness to share, and nega- tively moderates the positive relationship of consumer information timeliness and willingness to share.