Consumer formity in virtual society Print

Nowadays, buying behavior and consumer communication behavior, has been influenced by social network. Consumers to purchase goods or services using information about buying behavior are motivated and will be shaped. Such networks, virtual communities that lead to the formation of groups and people will move in the direction of conformity. In this research, consumer Internet conformity (normative and informational conformity) has been investigated. The study sample included 384 students of shahid Chamran University of Ahvaz. For data analysis software spss 16 and lisrel8.5 was used. The results indicates that sense of belongingness and Community expertise on Community trustworthiness and Community trustworthiness on Informational consumer conformity Positive and significant impact, and also Self esteem on Conformity motivation No significant effect, but variable Involvement on Conformity motivation Positive and Conformity motivation on Normative consumer conformity has Positive significant impact.