The Study about On-Line Information Interaction in Virtual Community Affecting Internet User´s Consumption Role Changing

On-line consumption is increasingly becoming the mainstream of social consuming field; so studying consumer behavior based on Internet users becomes much important. This article shows that on-line information interaction would have a positive impact on user´s perception, and then would affect internet users changing their consumption roles. In this study, we have built a corresponding model, and conduct related empirical analysis. We found that the origin, form and transmission of on-line information would have impact on user´s perception, although sometimes indirect. The perception of user could be divided into perceived usefulness and ease of use. Both would have impact on user´s consumption role changing, but the extent of effect is different.