Research On The Effect Of Customer-to-customer Interaction On Purchase Intention Under The Network Environment

With the network technology developed continuously since the end of the20thcentury, network shopping consumer scale is lining up straightly. Shopping online hasbecome the main channel of consumer spending. Under the network environment,consumers will be through the network platform (such as community network evaluation,consumers shopping message board) to interact with other customers, due to the shoppingenvironment and information asymmetry, consumers cannot directly contact with theproduct which lead to their uncertainty, so on the interaction it can be very good atavoiding risk, which makes consumer achieve high purchase intention. This research chosethe consumers who had the shopping online experience as the research objects, selected thecustomer perceived risk(PR) as a mediating variables, from the perspective ofcustomer-to-customer interaction(CCI) to study its impact on customer purchaseintention(PI).First, the paper reviewed the literature of the Shopping online, CCI, PR and PI; thenestablished the relationship theory model of CCI, PR and PI; used questionnaire to collectdata, at last used SPSS analysis data, the conclusions are as follows:(1) Cognitive interaction of CCI has a significant impact on PR;(2) Emotionalinteraction of CCI has a significant impact on PR;(3) PR has a significant impact on PI;(4)Cognitive interaction of CCI has a significant positive impact on PI;(5) Emotionalinteraction of CCI has a significant positive impact on PI;(6) PR in the relationshipbetween cognitive interaction of CCI and PI plays a partial mediated role.(7) PR in therelationship between emotion interaction of CCI and PI plays a partial mediated role.Finally, the article made the explanation, the result of the empirical research and forthe network marketing management according to the results of the study, especially for thenetwork shopping service in the enterprise marketing management implications andsuggestions were put forward, also demonstrated the limitations of this study and furtherresearch direction in the future.