Efect Of Interactive Online Shopping In The Consumer Purchase Intention

Along with the Internet technology, the use of the Internet in China is alsoincreasing, the e-commerce platform which based on the Internet has also beenconsiderable development. The form of network shopping is like the spring rain moistenseverything silently, from scratch, from fresh to the trend, familiar from the attempt tocombine, the product on the Internet technology and information technology, presenting abright prospect for people, it also brings people convenience of considerable. Onlineshopping has become a part of people’s life.This paper from the interactive perspective, analysis of the impact of interaction inonline shopping on customer trust and customer purchase intention.Firstly, this paper reviews the interaction theory, customer trust and customerpurchase intention theory theory, according to the actual situation of the previousresearch and Chinese shopping network, the interactive online shopping in this paper aredefined, will be interactive into customer and website interaction, customer and supplierinteraction, in the line of customers and customer interactions between the three class,and select the factor and the corresponding. Then a concept model and hypothesis of thispaper, and the customer trust and customer purchase intention were measured to defineand dimension. In this paper, through a questionnaire to collect data, the data werescreened for spss19.0, using descriptive statistical analysis, reliability analysis, validityanalysis, correlation analysis and regression analysis on the data, finally draws theconclusion: perceived ease of use positive influence on customer trust and customerpurchase intention, two-way positive impact on customer purchase intention, theresponse of a positive impact on customer trust and customer purchase intention,mutualpositive influence oncustomer trust and customerpurchase intention.Finally, thispaper summarizes the limitations of the study, and proposes future research prospects.