The Influence Of Consumer's Interaction On Consumer's Trust And Purchase Intention

With the maturity of mobile Internet technology and the rapid development of social networks,social network is no longer just present as a form of entertainment and dating.Our e-commerce,Internet finance and other Internet sectors have introduced social elements and businesses have taken full advantage of them.Web sites such as WeChat and Wei bo promote business brands and products,and the socialized e-commercc model has become an entry point for today's enterprises to open up new business models.The rapid development of social media and mobile e-commerce has led to the development of social e-commerce,but the huge user resources in social media have not yet been fully developed and utilized in social e-commerce.It is an important valuable research to use the interactive features of the online community to promote the trust relationship with socialized e-commerce platforms and merchants in order to enhance the stickiness of corporate users and to enhance corporate reputation.Based on the socialized e-commerce environment,this paper discusses the influence and mechanism of consumer interaction behaviors and consumers' attitudes on the trust of merchants,platforms and products and online shopping willingness.To provide suggestions and reference for social e-commerce enterprises and marketing personnel based on the research.First,this paper reviews the literature on social e-commerce,interaction behaviors,and trust in e-commerce.Based on the characteristics of social e-commerce,this paper builds a model of the influence of consumer interaction on consumer trust attitude and online shopping willingness.This study conducts research in two aspects:1)Based on the characteristics of a socialized e-commerce environment,constructs a dimension of consumer interaction characteristics,which proposes eight characteristic dimensions of' consumer interaction in terms of source quality,interaction information,interaction level,and interaction environment.Including the professionalism of the sender of the information,the status of the sender of the information,the quality of the information,the richness of the information,the frequency of interaction,the strength of the relationship,the atmosphere of interaction,and the quality of the website;2)By studying consumer interaction and consumer trust in platforms and products,investigating the role of consumer interactions in consumer online shopping decisions.Through empirical analysis,with the aid of SPSS 19.0 and AMOS 17.0,this article analyzes the reliability,validity and correlation analysis of the sample data,constructs the structural equation model and amends the research model according to the software model and the model fitting test.This paper verifies the relationship between the dimensions of consumer interaction characteristics proposed in this paper and the role of consumer trust in merchants' ability,honesty,and kindness,and the mediating effect of consumers' trust attitude.According to the research results,each characteristic dimension of consumer interaction behavior under the socialized e-commerce environment positively influences the consumer's trust attitude toward the merchant's ability,honesty,and kindness,and the consumer's trust in products,merchants' ompetenc,integrity,benevolene trust has a positive effect on online shopping intentions.Based on the above research results,and from the perspective of dimension of consumer interaction characteristics in social interaction e-commerce,this paper provides some theoretical suggestions for the development of social e-commerce companies and marketing personnel development:social media properties should be fully utilized to social electronics.In the business website,through the improvement of the quality of sources and the quality of information,a friendly interactive environment is built,and the interaction in the website is enhanced to increase consumers' trust in network platforms,businesses,products and enterprises.