Engineering Technology and Applications – Shao, Shu & Tian (Eds)
© 2014 Taylor & Francis Group, London, ISBN 978-1-138-02705-3
Inter net consumption analysis based on impact factors:
Model and experiment
Yujuan Guan
School of Management, Xi’an University of Architecture and Technology, Xi’an, Shaanxi, China
College of Economics and Management, Xi’an University of Post & Telecommunications, Xi’an, China
ABSTRACT: This paper presents an impact factors model for the study on brand communica-
tion in consumers of Internet virtual community. This study based on Social Cognitive Theory,
from brand-related environmental factors and individual consumer motivation f actors, sorts out
the impact factors on brand knowledge sharing, and thus makes hypothesis.