Research on effect of virtual community internet interaction to online purchasing behavior

摘要

In recent years, the rise of the virtual community has attracted a lot of research. For now, most of the research is mainly about online shopping community or trading sites, while research on online game community is rarely. As a website with a lot of trading behavior, the user's behavior in online game community and consumption habits are equally worthy of attention. This study applies the technology acceptance model (TAM) to propose a research model. Based on other scholars' research, we select the game community as the specific object of study and get 2753 player's open data through the crawler technology, the research shows that the interaction of network has different effects on interaction utility, and ultimately affect the purchasing behavior. According to the conclusion, we give some suggestions for the development of online game virtual community.