The Mechanism Of The Impact Of Consumers' Interactive Behavior On Purchase Intention In The SNS Environment

In recent years, the human interactive behaviors have undergone profound changes due to the development of computer media. Featured by the fashion words such as "acquaintance environment", "community person" ,"weak relationship", "We-media", " automatic push of information " and "friends link", Social Network Sites (SNS) become more and more popular and bear the trend of replacing the traditional virtual community and become a new platform for consumers to obtain product information and the companies to implement marketing activities. But the researches on the effect of consumers'interactive behavior on purchase intention under the SNS environment are still blank. Therefore, this study explored the mechanism of the impact of consumers'interactive behavior on purchase intention in the SNS environment so as to provide foundations for theoretical researches and marketing practices.Based on the literature review of related researches on SNS from home and abroad, the consumer buying behavior patterns and interpersonal influence theory, this paper explored the dimensions and corresponding measurement scales of consumers'interactive behavior under the SNS environment. What's more, this paper also developed the model of the dimensions of consumers'interactive behavior (interaction frequency, responsiveness, mutual exchange, scene, decentration, fun) , consumer awareness (trust, perceived value) and purchase intention. In addition, the measurement scales and model were justified through the exploratory factor analysis, CFA analysis, reliability and validity analysis, correlation analysis, regression analysis, intermediary effect analysis by adopting the LISERL8.70 and SPSS16.0 statistics software.The findings revealed that the interactive behavior in the SNS environment can be described in six dimensions: interaction frequency, responsiveness, mutual exchange, scene,decentration and fun. Except decentration, the other five dimensions all have positive effect on the purchase intention through trust and perceived value significantly. Decentration have positive effect on the purchase intention through trust significantly, but don't have significant influence on purchase intention through perceived value. Finally, based on the above conclusions this paper proposed some suggestions for companies'marketing practices in the SNS environment.