Research On Online Network Interaction On Consumers' Purchase Intention

In recent years,with the increasing popularity of the Internet,the scale of online shopping users has also expanded.Online shopping has become a part of residents 'daily life.Online shopping can be free from time and space constraints,and has a strong timeliness.China 's online consumption continues to maintain its upgrade Situation.However,compared to traditional shopping,online shopping itself has the characteristics of virtuality and information asymmetry.Before buying a product,consumers cannot actually touch the product,only through the online platform,the description of the merchant,and other Consumer communication to obtain product information will greatly reduce the consumer's buying experience.Therefore,in the context of B2 C,online shopping platforms urgently need to improve interactive functions.Through the interaction between consumers and shopping platforms,consumers and Merchant interaction,consumer interaction to improve consumer awareness,increase understanding of product information,improve consumer buying experience.Therefore,from the perspective of online shopping,this article analyzes and sorts out the domestic and foreign researches on online interaction,perceived trust,purchase willingness,and social relationship strength,and selects S-0-R theory,symbol interaction theory,social interaction theory,The TAM technology acceptance model is used as a theoretical basis to discuss the impact mechanism of various factors of online interaction on purchase intentions.A new interesting interaction factor is introduced as a supplement to consumers and online platforms,and the strength of social relationships is introduced as a moderating variable to explore perceived trust pairs On the basis of the influence of purchase intention,a theoretical model of online interaction on consumers' purchase intention is established.In order to verify the model,this paper collects data by issuing questionnaires on the Internet,followed by descriptive statistical analysis,reliability and validity analysis,structural equation analysis,and intermediary and adjustment analysis of the questionnaires recovered to verify the models and hypotheses.Research results show that the three factors of perceived ease of use,richness,and mutual assistance of online interaction have a significant positive impact on purchase intention,but there is no significant relationship between fun and purchase intention;perceived trust is also significantly positive Affect purchase intention,and mediate between perceived ease of use to purchase intention,richness to purchase intention,and mutual aid to purchase intention.In addition,the strength of social relationships positively regulates consumers' perception of trust and purchase intention.In other words,social relations are frequent,and close product recommenders can enhance consumers' willingness to buy.Therefore,based on the results of empirical analysis,this article puts forward relevant suggestions from the perspective of merchants and online shopping platforms.It is believed that it can start from three aspects: merchants enriching product information,perfecting the online shopping platform's buyer mutual assistance mechanism,and strengthening the online shopping platform's user relationship management to improve consumers' purchasing experience.