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.