dc.description.abstract | Because of prosperity of online shopping in recent years, the B2C e-commerce makes great benefits. In such a competitive environment, to grasp consumers’ purchase motivation is an important thing. The rise of virtual communities cause consumer to search information through different types of virtual communities as a main information resource. This study considers that the impact on consumer would be very different under the different virtual environment. This study tries to know that how different types of consumers’ motivation to affect their purchase intention? Moreover, how different of virtual environment to affect consumers’ purchase intention? This study will divide consumers’ purchase intention into rational and emotional. We chose perceived risk stands for rational motivation, and self-image congruence stands for emotional motivation, and then discusses the relationship with purchase intention respectively. In addition, this study uses information richness and affective commitment as mediators between perceived risk/self-image congruence and purchase intention respectively. We verify that perceived risk and self-image congruence will affect purchase intention directly, and affect purchase intention indirectly through the mediator. The finding of this study makes up the gap of indirect relationship of relative researches. On the other hand, prosperity of virtual communities, making virtual experience and electronic word-of mouth within virtual communities affect consumer more and more. Taking different virtual experience and electronic word-of-mouth within different virtual communities into consideration in this study, and individual respondent nested single virtual community, this study use hierarchical linear model (HLM) as framework. Virtual experience and electronic word-of -mouth are the organizational level variables, moderating the relationship of perceived risk/self-image congruence and purchase intention respectively. Due to this study used cross-level hierarchical linear model analysis, this approach can be stricter discussing moderating effects on different virtual purchase motivation caused by environmental factors, makes up the gap of past research in related fields. | en_US |