中文摘要：

本文以虚拟社区中的参与者为研究对象，通过定量研究探讨了虚拟社区中推荐者的特征——关系强度和感知专业性，是如何影响推荐的效果的，即对购买决策的影响。我们发现关系强度和感知专业性是通过信任这一中介作用于推荐对购买决策的影响的，同时产品涉入在其中起调节作用。

英文摘要：

This paper aims to the participants in virtual community. Through questionnaire investigation we indicate how referrer＇ s characteristics （tie strength and perceived expertise） influence consumers＇ attitude to referral and so does consumers＇ purchase decision in virtual community. We find that trust is the central construct that bridges tie strength, perceived expertise and purchase decision. We also find that product involvement is a variable which mediates trust and purchase decision.