Internet consumption analysis based on impact factors: Model and experiment

ABSTRACT: This paper presents an impact factors model for the study on brand communication in consumers of Internet virtual community. This study based on Social Cognitive Theory, from brand-related environmental factors and individual consumer motivation factors, sorts out the impact factors on brand knowledge sharing, and thus makes hypothesis. This study applies questionnaire method for data collection, and usingAMOS for data analysis and hypothesis testing.

Keywords: virtual community; knowledge sharing; social motivation