ABSTRACT
The exchange of consumption information in the virtual community corresponds to the actual consumer demand. Information needs that are inherently and evidently of the utilitarian nature of consumer behaviors will intensify the behaviors of the participants in case they are satisfied in the virtual community. In a virtual community, the identities of its participants and their hidden social characteristics make it easier to focus on the technical presentation of this virtual community only and ignore the existence of opinion leaders in the “Internet network”. As interest-based platforms are springing up on the Internet, super users have begun to share their experience with those interested in the same field and naturally attracted them. The existence of the super user has broken the structural balance of the traditional business mode, and new business model structure has taken shape. In the age of old media, physical distance barriers did exist because followers had to arrive at the site to interact with super users.
