The Study Of Network Consumption Behavior Based On ELM Model

With the development and popularization of the Internet, consumers have be accustomed to collecting information on the products through the network and make a rational decision in the full understanding of the product. It’s a hot spot in academic that how the psychology consumers changes in the process of purchase, but the research of consumer behavior in the virtual community or social media has not been paid enough attention.What’s more, the existing researches on consumer behavior of the network community follow the traditional consumer behavior research, which can’t prominent the core feature of network community----Interactive. The imperfect of thearies leads to many problems in practice. Because of the misunderstanding of the network community operations, the enterprises put their attention on the website numbers instand of the emotional sustenance of community members.With the influence of the Internet, the new field of the impact on consumer behavior is increasing, and the problem of the relationship between network information interaction and consumer behavior is worth studying. In this study, we used the E-K-B model and ELM model to build the "reputation information, observational learning- consumers’ perceived risk and purchase intention" theoretical model, in order to study the network information interaction on consumer purchase intention influence. In addition, we tested if the impact of network information interaction on consumer purchasing decisions is different in the case of different product involvement. Finally, we conducted a questionnaire survey in Zhejiang Province and empirical study.The empirical results show that word of mouth information in the interaction can influence consumers’ purchase intention by perceived risk and the source reliability of word of mouth information is the most important to the perceived risk. It means that the more reliable the information sources are, the lower perceived risk is., which can promote purchase. Secondly the quality of information, the relationship between members and the degree of the discussion in the community will also affect the consumer’s perceived risk, which will affect the consumer’s purchase intention. What’s more, we also find that the positive observational learning can promote the purchase intention of consumers, but this effect is not achieved by perceived risk. In addition, Consumers’ involvement in the product has a negative regulatory effect when the perceived risk and the observational learning affect the purchase intention.The main innovation points of this research are two aspects: firstly word-of-mouth information and observational learning respectively are motioned to explore consumer interactive network community. In addition, this article based on the perspective of the elements of information transmission, expands multiple human factors of the network interaction by the perspective of network interaction research.