A Study On The Influence Of Interactivity On Behavior Intention In Platform B2C Model

The improvement of Information Technology and and the popularity of the Internet have promoted the rapid development of the network economy. As a new way of shopping, online-shopping is gradually accepted by more and more people. With the development and maturity of the network shopping market, consumers focus more and more attention on quality than cost and convenience. Due to the credibility and quality assurance, B2C is developing more and more quickly. Now, B2C e-commerce is increasingly showing the characterictics of SNS-oriented and platform-oriented, and it is more and more difficult to attract online consumers just rely on the multipal information and features of goods. Interactivity has an effect on consumer behavioral intention, and the study on which has great significance.Based on the review of related literature both domestic and overseas, the paper analyzed the situation and development trend of interactivity, CPV (customer perceived value), trust, online shopping experience, customer behavioral intention, teased out a systematic context and established the Platform B2C Interactivity-Behavioral Intention Model. The study developed a measurement scale and used the statistical analysis software SPSS19.0to do the data analysing and testing.The paper took the college students who had online shopping experience from TMAIL as the research objects, used the descriptive analysis, exploratory factor analysis, correlation analysis, and regression analysis to study from the perception perspective.The innovations of the paper mainly include the following aspects:Firstly, based on the review of related literature, the paper studied the interactive dimension structure under the Chinese cultural context through the empirical research. Secondly, the paper introduced the customer perceived value, trust and other variables, and explored the interactive effect on customer behavior intention from the perception perspective. What’s more, this paper clarified the theoretical logic relationship of interactivity, trust, customer perceived value and behavioral intention, established the platform B2C Interactivity-Behavioral Intention Model, and carried out the empirical validation which was helpful to enrich the study on the relationship between interactivity and behavioral intention.