Influence Of Community Interaction On Consumer Willingness To Buy SNS Network Environment

With the development of network buy, how to make consumers’ willingness to participate in a network buy, and many buy businesses and marketing personnel concerns continued to buy the network behavior, but most buy site business model homogeneity serious, can not be enterprise user loyalty and enhance brand awareness. SNS sites have a large number of similar needs members buy the network is not yet fully developed areas. This article is in the the SNS community environment, will explore the SNS community interaction be consumer network buy what impact the willingness for research purposes.First network buy, SNS sites, interactive behavior literature review and concept, build the SNS community interaction model the impact on the consumers’willingness to participate in the network buy mainly of two parts:one is to explore the dimensions of the SNS community interaction proposed SNS community interaction characteristics should include information quality, information-rich, interactive frequency, the strength of the relationship, interactive atmosphere and interactive channels technology to ensure that the six dimensions; dig interactive utility (cognitive trust, perceived ease of use and perceived usefulness) impact on the attitudes and willingness of consumers buy the network mechanism. Empirical analysis through SPSS19.0and AMOS17.0. Statistical analysis software, the first of Cronbach’s a coefficient, CITC, exploratory factor analysis, confirmatory factor test the reliability and validity of the scale; followed by structural equation modeling test study model the fit, the explanatory power of each variable, verify the quality of the information, information richness, interactivity frequency, the strength of the relationship, interactive atmosphere and interactive channels technology guarantees on cognitive trust, perceived ease of use and perceived usefulness, and recognized knowledge of trust, perceived ease of use and perceived usefulness of network buy attitude and willingness mediating effect.The empirical results show that:(1) quality of the information, the information richness, interaction frequency, the strength of the relationship, interaction channels technology to ensure a significant positive effect on cognitive trust, information quality has a significant positive effect on perceived ease of use. quality of information, information richness, interaction frequency, the strength of the relationship, interactive atmosphere significantly positive effect on perceived usefulness;(2) cognitive trust, perceived ease of use are significant and positive effect on the perception of the usefulness of the presence;(3) cognitive trust, perceived usefulness was a significant positive buy attitude, to the impact of the network and through the intermediary role of the network buy attitude significantly affect network buy wishes.The results of this study provide some theoretical guidance for the development of SNS website:SNS website should be better cooperation and buy site advertising the role, not just the use of their interpersonal networks to guide consumption, but according to the characteristics of SNS community interaction interact, in order to enhance the trust and goodwill of the consumer networking products and businesses.