Abstract

Based on the research of Social Networking Sites (for short SNS), the study involves the trading of virtual product development status, collates and summarizes the research results in China and abroad on consumers buying behavior of virtual products. The researchers attempt to explore factors influencing consumers to buy SNS virtual products by using questionnaires to collect personal information of SNS customers. In addition, the Theory of Planned Behavior (for short TPB) has been selected as theoretical model and the empirical analysis uses structural equation modeling method to analyze the factors affecting several different groups of users of SNS who will be the consumers or potential consumers of virtual products. The findings are as follows: (1) the passionate export-oriented consumer attitudes towards virtual product of SNS will clearly and directly affect the type of the Behavioral Intention (for short BI) of buyers of virtual products; the perceived behavioral control can even directly affect the final actual purchase behavior. (2) The Subjective Norm (for short SN) of traditional inward-oriented consumers has a significant impact on virtual product purchase behavior and will also directly affect the final purchase behavior. (3) The SNS under self-supporting consumers on virtual product attitudes and purchasing attitudes of virtual products mainly affected their BI.

Keywords:

Consumer behavior, Social Network Sites (SNS), virtual products,

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