随着网络技术的发展，目前网络购买行为成为关注重点。多数研究从影响网络购买的直接因素上考虑，建立交易型社区购买模型。一、较少立足于虚拟社会和虚拟人际关系的角度。由于虚拟社区的特殊性，基于网络社区的购买行为将直接受到网络互动的影响，这种网络互动与现实社会的交往互动不同，表现在互动场所、互动方式、互动特征等方面的差异。二、网络购买的产品除了实体性产品外，还有大量的数字产品和网络增值服务，这些产品服务的消费动机、消费方式有自身的特征。目前社区类网站主要盈利模式还是广告，而腾讯公司借助QQ平台推出网络增值服务实现了盈利模式的转变。
鉴于以上两点，本文首先构造了网络互动、互动心理效用和增值服务购买意向之间的理论关系模型，然后以虚拟社区为研究平台，以QQ增值服务购买为例，以其成员为研究对象，以QQ互动为切入口，通过实证研究，检验问卷的有效性及模型变量的内在联系。
关键词：虚拟社区；网络互动；网络增值服务购买
Abstract
With the development of network technology, the network purchase behavior becomes the major concerns. Most studies consider the direct factors of network impact, from which to establish the purchase model in transaction community. (1) Its rarely based on the point of view of human relationships and the virtual community. As the specificity of virtual communities, the purchase of web-based communities will be directly affected by the network interaction, this interaction is different from the real interaction in interactive site, interactive mode and interactive features. (2) Besides entity product to purchase, t there are a lot of digital products and network value-added services in addition, these products and services have their won characteristics in motives and consumption patterns. At present, the main model to profit with community-type Web site is advertising, but Tangent use QQ platform with the introduction of value-added services network to achieve a new profitable model. In light of the two points above, this paper constructs a theory network model among the network interaction, psychological effect and the purchase intent of value-added services. And then make the QQ virtual community platform as an example to study the purchase of its value-added services for its members as the research object, QQ as the entry points to the interaction, through empirical studies to test the validity of the questionnaire and the model of the internal relations of variables. Keywords: virtual communities; network interaction; network value-added services to purchase
Introduction
Given the growing number of Internet users, an increasing number of online businesses and Internet service providers are forming the virtual community as a method of developing new social relationships through Internet-based technology. Virtual communities have significant impacts on online business activity. Moreover, online value-added services business-this new profitable model put forwards the providers increasing pressure to identify the antecedents of member interaction characteristic sand loyalty in virtual communities. Virtual community’s activity has a significant impact on individual decision-making behaviors and Internet marketing strategies. Hence, this study suggests an appropriate model for explaining the determinants of member intentions to purchase network value-added services in virtual communities.
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