An Empirical Research On The Effect Of Reverse Intergenerational Influence And Online Community Interaction To Family Online Purchase Intention

In this paper,we study the intergenerational effect and the online community interaction effect on the family online purchase intention,considering the customer perceived value and psychological distance as intermediary variables.This research is also studies the dimension of customer reverse intergenerational effect and the online community interaction,and how this dimensions influence the family online purchase intention.After collecting and combing the literature about the reverse intergenerational effect,online community interaction,customer perceived value,psychological distance and family online purchase intention,this paper puts forward the corresponding hypothesis,and the model of this study.We collect the existing relevant variables measurement scales,then compile the questionnaire through appropriately adjust according to the need of this study.After we have collected the data,we use SPSS21.0 and AMOS21.0 to verify the hypothesis and model.The results of this research are as follows:(1)reverse intergenerational effect has significant positive influence on the family online purchase intention through consume communication and consume innovation,and perceived value play a mediating role between the reverse intergenerational effect and family online purchase intention;(2)online community interaction has significant positive influence on the family online purchase intention through product interaction and interpersonal interaction,and customer perceived value play a mediating role between interpersonal interaction and family online purchase intention,and psychological distance play a mediating role between family online purchase intention and product interaction,as well as interpersonal interaction.Through the empirical analysis,this article verifies that reverse intergenerational effect and online community interaction have positive influence on family online purchase intention,and the mediating role of customer perceived value and psychological distance between them.We hope that the results of this article can help enterprises conduct management and marketing activities more effectively,and adapt to the market environment.