| With the development of network,more and more people choose shopping online. On the field of psychology, lots of researchers have paid attention on online purchase behavior.Although the factors that influence online purchase intention have been widely disscussed,but lack depth. Besides, perceived risk as one of the key factors that influence shopping behavior has high research value. Therefore, the research focus on perceived risk and online purchase intention which will influence by online interaction and commodity information.Study 1 explored the influence of user evaluation information and quantity of commodity information on online purchase intention, with the method of experimentation.Results showed that the main effect of user evaluation information is significant,when the evaluation information is positive, the level of online purchase intention is higher; the main effect of quantity of commodity information is significant, in the condition of more commodity information,the level of online purchase intention is higher; the interaction of quantity of commodity information and user evaluation information is significant, when the evaluation is negative, quantity of commodity information has significantly impact on online purchase intention, when the evaluation is positive, quantity of commodity information has no significantly impact on online purchase intention.Study 2 aimed at exploring how merchants’ behavior influence consumer’ perceived risk and online purchase intention. We regard online interaction responsiveness and quantity of information merchants feedback as independent variables and explore their effect on perceived risk and online purchase intention. Results showed that quantity of information merchants feedback has significant effect on perceived risk and online purchase intention, when merchants feedback more information, the level of perceived risk is lower and the level of online purchase intention is higher; the main effect of onlineinteraction responsiveness is significant on purchase intention, but not on perceived risk,when the online interaction responsiveness is high, the level of online purchase intention is higher; the interaction effect of online interaction responsiveness and quantity of information is significant on purchase intention, but not on perceived risk, only when the online interaction responsiveness is high, the level of online purchase intention in condition of more information is higher than in condition of less information; perceived risk has partial mediate effect between quantity of information merchants feedback, but not between online interaction responsiveness and online purchase intention, the influence of information’s quantity on online purchase intention partially through change of perceived risk.Study 3 compared two different ways of commodity information provided. Results showed that the way of information provided has no significant effect on both perceived and purchase intention,only the main effect of quantity of information provided is significant on dependent variables. In the condition of more information, the level of perceived risk is lower, the level of online purchase intention is higher; The interaction of the way of information provided and quantity of information provided is neither significant on perceived risk, nor on online purchase intention. |
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