The influence of online communities on consumers’ purchase intentions: based on the modified technology acceptance model

This paper presents the research of the impact of online communities on consumers' shopping intentions with online consumers in Chengdu, Sichuan Province , China as sample s . Past studies have revealed the reasons for consumers' online shopping. However, with the continuous development of online communities , the online community has beg u n to impact consumers' online shopping intentions This research aims to reveal the influencing factors of online communities on consumers' shopping intentions by sampling 371 participants in Chengdu, Sichuan Province, China and using structural equation model for data analysis. The research results show that the perceived expectation match is the most important factor affecting consumers' shopping intentions. Cognitive trust and perceived usefulness have a positive impact on perceived expectation match and purchase intentions. This research provides a reference and effective model for marketers to formulate marketing strategies and advertising in online communities