中文摘要：

虚拟社区电子商务的市场发展还在起步阶段，提高用户在线交易意愿是实现虚拟社区电子商务的关键。本文构建了以虚拟社区网站质量为前因认知变量，用户满意度和信任度为中介态度变量．社区用户黏度和用户在线交易意愿为行为因变量的影响关系模型。通过在线调查某虚拟社区用户并获得204份有效问卷．实证分析了虚拟社区网站质量对用户满意度和信任度的显著影响，证实了社区黏度是用户满意度与在线交易意愿影响关系的完全中介变量。但是用户信任度对社区黏度和在线交易意愿没有直接和显著的影响作用。本研究为虚拟社区电子商务发展及市场营销活动提供了相应的策略。

英文摘要：

Currently, the development of online community E-commerce is still at its beginning stage. The premise of e-eommert：e depends on members＇ intention to online transaction in online community. This study proposes a model of community website quality as antecedent independent variable, members＇ satisfaction and trust as mediated variables, both community stickiness and intention to online transaction as dependent variables, and explores the relationships between these elements based on empirical data from one famous travel online community in China. With 204 valid online survey responses, the paper hypotheses about the relationships among community website quality, satisfaction, stickiness and intention to online transaction are supported. But effects of trust on stickiness and intention to online transaction are not found. The study suggests a service blueprint for online community e-commerce operators and developers to follow.