The Study On Weibo Interactive Effecting The Online Shopping Based In The Background Of Electronic Commerce

The development of the Internet is changing people’s life. E-commerce start be accepted by the public. when people talking about online shopping,we will associated fashion and convenient with the topic. Weibo, as a new virtual community developed in the past few years gives us a platform to communicate with each other. people who don’t know each other can share their point because of some sort of common topic. they also can get the information they need with this platform.Weibo interactive means consumers obtain the required information through weibo communication. In this article, we divided weibo interactive into two dimensions, social interaction and content interaction. In practice, marketers gradually concerned the weibo interactive and began to think about these questions: How to obtain benefits from weibo interactive through communicating with consumers;Theoretically, although the weibo marketing is more and more concerned by marketers, weibo interaction is lack of theoretical research. this paper is based on electronic commerce and weibo,this two of the most popular Internet applications, to explore the B2C weibo interaction and the intrinsic relationship between consumer buying behavior, to explore background of electronic commerce, weibo interactive, trust, perceived risk and performance and contact between customers, and to study the interaction between the path, the causal chain presents the way and so on.This paper conducted a survey about more than300Internet users, and finally obtained300valid questionnaires. Data are consistent with the analysis requirements scale testing also showed that the reliability of all scales, validity through significant testAccording to the analysis results, we summarized as follows:(1) In this study, we empirically confirmed that the contents interaction of the weibo interactive can reduce consumers’ perceived risk, and human interaction are likely to increase consumer’s perceived risk (not statistically significant).(2) Through the study, interpersonal interaction can improve the trust of online shopping, and it has statistical significance. Content interaction can improve the trust of online shopping (positive correlation), but not statistically significant.(3) The study found that the relationship between consumer trust in B2C environments with online shopping behavior is positively correlated.(4)the relationship between Perceived risk and online shopping behavior is a negative correlation. It seems statistically significant.(5) in practice, the key of weibo interactive is to achieve accurate audience. companies need to adopt a variety of effective means through weibo platform to filter on the audience, classification, target audience and followers to find a potential customers and build their own database, and to carry out different promotions for different audiences activity.