Study On The Impact Of Network Interactivity On Purchase Intention In The Social Media Era

With social media permeat in every aspect of people’s life and develop in an irresistible way, it has gain most of the attention of the world and become the focal spot of e-commerce. By the end of June, 2014, the number of Internet users in China exceeded 600 million and the Internet use penetration rate reached 46.9%, the number of mobile Internet users was more than 500 million, and there is still a sign of an upward trend. Futher more, the Internet users of Internet applications run much deeper, in which social networking applications is the most prominent. Development and applications of social media makes the Internet truly transcend geographical, cultural, language and the real level of interpersonal communication and interaction. Such a change has brought tremendous influence on every aspect of people’s live, including their patterns of thinking and behavior. However, compared with developed countries, the development of social media in China is still immature, academic network interactive social media applications and interactive mechanisms influence on consumers’ willingness to buy is not unified, comprehensive understanding of businesses and entrepreneurs on how to use social media to build brand image and dissemination of marketing information and guide consumers to make informed purchase decisions, is still in its fumbling.Related articles on the consumer behavior research is very rich, but most of them take the view from direct factor that impact purchase, those take the angle of network interaction, especially based on online interaction are rare. Along with the social interaction by reality across the network, the social relationship spread from line to line, network interaction plays a more and more important role in social life, production, and consumption and also in people’s decision making process.On the base of reference to consumer behavior theory, marketing theory, analysis of thoughts, consumer psychology, social psychology and other theories, by comparing real life communication, summarizing the previous relevant literature, this dissertation summed up Internet-based interactive communication in interactive features, interactions places, interactive objects, interactive content, taking trust as a mediator in the model, to build a network of interactive influence on purchase intention model. The dissertation used questionnaires and samples Empirical research methods to analysis the mechanism of interaction behavior and demonstrate social era of Internet-based on purchase intention. At the end of the paper, it gives the results of binding studies and suggests on social media marketing in order to help enterprises in promoting and optimizing online marketing.This paper is meaningful because it can enrich the consumer behavior theories and help promote the healthy development of e-commerce and online marketing, what’s more, it also make positive influence in helping companies take full advantage of social networks and provide consumers with more accurate, more comprehensive and high quality service, enhance their market competitiveness greater active role, which will also help to further improve the country’s economic and social benefits of e-commerce.