Virtual gifts become a new tool for people to exchange sentiments and a new profit pattern with the development of social network sites(SNSs). Using consumers with virtual gift purchasing experience in SNSs as samples, this paper explores the influencing mechanism of virtual gifts' shopping value on consumers' purchase intention, analyzing the direct influence of virtual gifts shopping value on purchase intention and the indirect influence of shopping value on purchase intention via interest. This study gathers 303 valid questionnaires by way of issuance of electronic questionnaires in social network sites, snowballing and then uses multiple linear regressions to test the hypothesis. The results show that the shopping value of virtual gifts include four dimensions: idea, customization, convenience and cost-saving. Among these four dimensions, idea, customization, convenience influence customers' purchase intention indirectly through consumers' interest, cost-saving directly influences consumers' purchase intention. These conclusions would provide implications for corporations to design and utilize virtual gifts in social network sites.%社交网站的流行使得虚拟礼品成为人们传情达意的新工具,同时虚拟礼品也是社交网站潜在的盈利手段之一.以有过虚拟礼品购买经验的消费者为样本,探讨社交网站环境下虚拟礼品的购物价值对购买意愿的直接影响,以及购物价值通过兴趣对购买意愿的间接影响.通过在社交网站上发放电子问卷和滚雪球的方式回收有效问卷303份,并采用多元线性回归对假设进行检验.研究表明:影响虚拟礼品购买意愿的购物价值包括理念、定制、便利和省钱,其中理念、定制和便利还通过兴趣的中介影响消费者的购买意愿.该结论为社交网站设计和利用虚拟礼品提供决策支持.
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