| As the promotion of internet technology is rapidly changing the way people live andconsumption habits，Social Media is blooming rapidly these years. Consumers are gettingmore and more relied to Social Media Interaction. A survey conducted by a Foreign OpinionResearch Corporation showed that66%of consumers rely on online opinions when makingpurchasing decisions. These changes may possibly make traditional marketing behind thetimes. Researchers have already found some relationships between online reviews and salesvolume. Due to the importance of online opinions and their interaction pattern, onlineinteraction becomes a hot issue day by day.In this study, by studying on the relevant literature domestic and overseas, we analyzedthe study about the situation and the development trend of online WOM communication,consumer-consumer interaction, cognition trust, perceived risk, teased out a systematic studycontext, analyzed the defects and found out new areas of the research. This study researchedon the relationships between consumer-to-consumer online interactions and perceived risks.And developed the five dimensions of consumer-to-consumer online interaction and twodimensions of cognition trust under consumer and product perspectives, and designedquestionnaires according to former studies, using statistical software for the empiricalresearch and the model checking for the theoretical model. Theoretical model of this study isdivided into three parts. The first part of study is about the independent variable which isconsumer-to-consumer online interaction including information source quality, social tiestrength, information quality, interactive atmosphere, interactive frequency. The second partis the intermediate variable which is consumer’s cognition trust towards the product,including competence trust and integrity trust. The third part is the consumer’s perceived riskstoward the product.Through the statistical software of SPSS22.0(for mac) and AMOS17.0, and by usingresearch methods of descriptive statistical analysis, reliability analysis, validity analysis,descriptive statistics analysis and structural equation model testing, this study aimed toexplore the influencing mechanism from consumer-to-consumer online interacions toconsumer’s perceived risks. According to the conclusions of the study, we offer somemarketing proposals for enterprises on how to use online marketing to reduce their consumers’ perceived risk towards their products, and discuss the inadequacies of this study andsubsequent research directions. |
