CAJ | 학술논문

网络互动和虚拟社区是与互联网密切相关的概念，经常在研究中提及，但很少用来专门研究对网络购买意向的影响。针对虚拟社区和成员的互动性，构建网络互动、互动效用和网络购买意向三者之间的关系模型，从理论上探讨基于虚拟社区的网络互动这种新型人际交往方式对网络购买意向的影响机制，就显得很有必要。网络互动的四个分析维度分别为互动场所、互动特性、互动方式和互动内容，互动效用的三个分析维度分别为工具效用、社会效用和心理效用。通过431个样本的统计分析和实证研究，可提炼出网络互动的12个因子和互动效用的6个因子。研究表明互动效用是网络购买意向的标志值。
망락호동화허의사구시여호련망밀절상관적개념，경상재연구중제급，단흔소용래전문연구대망락구매의향적영향。침대허의사구화성원적호동성，구건망락호동、호동효용화망락구매의향삼자지간적관계모형，종이론상탐토기우허의사구적망락호동저충신형인제교왕방식대망락구매의향적영향궤제，취현득흔유필요。망락호동적사개분석유도분별위호동장소、호동특성、호동방식화호동내용，호동효용적삼개분석유도분별위공구효용、사회효용화심리효용。통과431개양본적통계분석화실증연구，가제련출망락호동적12개인자화호동효용적6개인자。연구표명호동효용시망락구매의향적표지치。
The concepts of interactivity and virtual community associated with the World Wide Web are often mentioned in the academic field but are seldom used to explore their impact upon online purchasing intent. Aiming at community members as well as their online interactions, this paper attempts to construct a model of the relationships between interactivity, the utilities of interactivity and the online purchasing intent. It theoretically explores the effect and influence of interactivity as a new way of interpersonal intercourse in virtual community upon online purchasing. Four dimensional constructs central to interactivity are developed： site, specialty, mode and matter of interactivity. Utility of interactivity is classified by three dimensions： functional, social and psychological utilities. With a statistical analysis of 431 valid samples and the empirical research, twelve factors of interactivity and six factors of utility of interactivity are abstracted. The result shows that the utility of interactivity is a key indicator of online purchasing intent.