Research About The Influence Of Interaction And Customer Value On Consumer ’s Purchase Intention In Transactional Virtual Community

The development of economy and the progress of science and technology let us usher in the Web2.0 Era. The main feature of Web2.0 Era is that the user is the creator of the web content. Under this context, the combination of online shopping and virtual community is inevitable. Thus, transactional virtual community appears. Transactional virtual community pays more attention to interaction, including the interaction between consumer and community website, interaction between consumer and community seller and interaction between consumer and consumers. The interaction enhances the user’s participation, and it laid the foundation for the realization of virtual community’s commercial value. However, driven by commercial interests, major e- commerce enterprises are competing to build their own online shopping platform. Homogeneous products are flooding the entire network market that make online sale more competitive. For this, how to make e-commerce enterprises win in the fierce competition has become an urgent matter.At present, the researches on virtual community are handful, particularly, the researches on consumer buying behavior in the transactional virtual community are very important for the survival and development of e-commerce enterprises. In essence, the process of consumer’s decision making is the process of perceive value. Therefore, based on the theoretical research, this paper introduces the concept of customer value into the framework of interaction and purchase intention to explore the relationships between the three.Based on the previous literature researches about virtual community theory, interaction theory, customer value theory and purchase intention theory, the author divides interaction of transactional virtual community into five dimensions,namely, perceived ease of use, perceived usefulness, responsiveness, assurance and reciprocity,and divides customer value into three dimensions, namely, functional value, emotional value and social value, then takes the interaction as the independent variable,customer value as the intermediary variable,purchase intention as the dependent variable, and at the same time puts forward the corresponding hypothesis. Through a questionnaire survey and analysis of the collected 211 effective questionnaires with the statistical software SPSS17.0, draw the following conclusions:(1)the five dimensions of the interaction have a significant positive effect on purchase intention;(2)the five dimensions have a significant positive effect on functional value,perceived ease of use, perceived usefulness, assurance and reciprocity have a significant positive effect on emotional value,perceived usefulness, responsiveness, assurance and reciprocity have a significant positive effect on social value;(3)the dimensions of customer value have a significant positive effect on purchase intention;(4) customer value has an intermediary role between interaction and purchase intention. Finally,according to the conclusion of the research,the author puts forward the relevant management suggestions, and expounds the limitations and the prospect of future research.