| Nowadays,people's forms of online shopping has gradually shifted from PC to mobile.The mobile shopping model makes shopping a reality anywhere and anytime.However,due to the virtual nature of the Internet itself,information asymmetry has always been an obstacle to the development of online shopping.Buyers and sellers have uneven information,online merchants are in the position of information superiority.consumers can not accurately identify the quality of products,which will lead to great uncertainties.The uncertainties in the online shopping environment are still the key factors affecting consumers' purchasing decisions.To reduce the consumer's uncertainty perception,online merchants should aim to reduce the asymmetry of the trading process.As a quality signal,online interaction delivers the quality information of products to consumers,which makes up for the defects caused by information asymmetry and affects consumers' perception and behavior.Therefore,this paper takes online interaction as the research topic to explore its mechanism of action on consumers' behavioral intention.Online interaction is the core element of the relationship between merchants and consumers,and has always been the focus of scholars' research.From previous studies,few scholars have explored the boundary conditions of online interaction effects.Guo guoqing(2012),Zhang chubing(2016)etc also pointed out the blank of the regulating function in the interactive research.Online interaction is the main form for consumers to obtain information.Product category is an important variable influencing consumers' shopping behavior.For different types of products,consumers have different emphases when searching for information.Therefore,this paper introduces the adjusting variable of product category to verify the difference in the effect of online interaction under different product categories.Based on the review and summary of online interaction,perception uncertainty,product category,information asymmetry theory and other literatures,this paper constructs a theoretical model with online interaction as the independent variable,perceived uncertainty as the mediator,behavioral intention as the dependent variable,and product category as the regulatory variable,the online interaction is divided into four dimensions,namely controllability,richness,responsiveness,and mutual assistance.then designing the questionnaire of this study by referring to the mature scale at home and abroad,and distributed to people who had been shopping online recently.Based on the collected questionnaire data,AMOS 22.0 was used to construct the structural equation model,and the path relationship in the theoretical model was analyzed to verify the hypothesis.The main conclusions are as follows:(1)Online interaction has a significant negative impact on consumers' product perception uncertainty;Consumers' perception of uncertainty has significant negative influence on behavioral intention;Online interaction has a significant positive effect on consumers' behavioral intention.(2)The uncertainty of commodity perception plays a part of intermediary role in the relationship between controllability,richness,responsiveness,reciprocity and consumer behavioral intention.(3)Product category plays a moderating role in the relationship between mutual assistance and uncertainty of commodity perception.Compared with the purchase of search products,when consumers purchase experience products,the mutual assistance has a stronger impact on the perception of uncertainty of consumers.Product category has no moderating effect on the relationship between controllability,richness,responsiveness and uncertainty of commodity perception.The above conclusions provide effective marketing guidance for online merchants:1.Online merchants should focus on improving online interaction level,such as optimizing navigation information and store layout(controllability),providing rich picture text description and small video display(richness),improving customer service quality(responsiveness)and the communication between consumers module(mutual assistance).2.For different types of products,online merchants should have different priorities for investing in interactive resources.Online merchants selling search products should focus on the input of rich elements and display rich product attribute information;and merchants selling experience products should pay special attention to the factor of mutual assistance and improve the module of consumer interaction for each other,so that consumers can share their shopping experience. |
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