The Study Of The Relationship Of Interaction Perception Trust And Purchanse Intention In The Trading In The Trading Virtual Community:Based On The Taobao Consumer Quwstionnaire Survey

The generation and the rapid development of the internet and information technology has changed the way of life of the people.The virtual community as a new community, it has completely subvert the traditional sense of the social interaction.And the community interaction is one of the most prominent characteristics of virtual community,it has a significant difference with the interaction in the real social interaction, therefore triggered a great deal of concern as management, marketing, sociology, etc, also greatly affected the individual’s purchasing behavior on the internet.Meanwhile, the majority of the the virtual communities transactions willingness generally consider the direct factor which effect the purchasing behavior, less to discuss the purchasing behavior from the perspective of the virtual community and virtual interpersonal.The traditional e-commerce platform became increasingly thin in the shopping functions, so a growing number of shopping sites has began into a comprehensive shopping community, not only included the necessary shopping function,but also adding more shopping links such as sharing, evaluation, experience, community and so on.Therefore, it makes the trading virtual communities have a certain degree of particularity, online buying behavior is directly affected by the interact of members.This virtual interactive exchange is different with the real social interaction, manifested in the interactive environment, interactive content, interactive features, frequency of interaction, interactive perception. Unfortunately the consumer behavior theory which is based on the industrial economy and real society is insufficient to explain the online buying behavior,simply useing the4P framework(product, price, place, promotion) and the traditional theory of consumer behavior is difficult to clarify the internal mechanism of online buying behavior.In view of this, the study will explore the human interaction, and the affection of the online buying behavior on the transactional virtual community, reveal the key factors and mechanisms of action, enrich and develop a network of consumer behavior theory, provide better tactics and thinking for the operators of virtual community.The study is based on the research platform of transactional virtual communities,known as the entry point to the network interactive,by a set of theoretical research and elements to clarify the connotation of the interaction between members of the virtual community.Meanwhile,the study is based on the medium of trust theory,building the relationship between interaction and trust、interaction and purchase intention, researching the impact model and path.Basing on the literature at home and abroard of network interaction,this study use interactive perception as a research perspective which get in the process of interaction,select five dimensions of interactivity:the perceived ease of use, perceived usefulness, assurance, responsiveness, and reciprocity.Trust is the cornerstone of the e-commerce,and the study has a medium of trust,through a lot of reading and combing,divided the trust into four dimensions:ability, good faith, honesty, predictability.Then through the423valid samples, using SPSS17.0software, through empirical analysis to explore the mechanism of the intrinsic relationship among community interactivity,trust and purchase intention.