Research On The Influence Of Online Social Interaction On Consumers' Purchase Intention

With the rapid development of modern information technology and the upgrading of intelligent terminals,many industries,including the retail industry,are undergoing tremendous changes under the upsurge of the Internet.More and more consumers choose more efficient and convenient online shopping.Due to the limitation of geographical space and consumers' own knowledge,the problem of information asymmetry still exists in online shopping.In order to alleviate the disadvantages brought by information asymmetry,enterprises and platforms are constantly seeking breakthroughs.Facing the dilemma of commodity quality judgment,if consumers want to make a reasonable decision,they need to refer to the three types of information provided by enterprises and platforms.The first type is the description of products by enterprises,the second type is the statistical information of platforms,and the third type is the evaluation information of products or services by consumers.Previous studies focused on the third type of information,while the first two types of information have not been fully studied.On the basis of previous studies,this paper,based on the theory of planned behavior,stimulus organism response paradigm and consumer decision-making process,expounds that consumers will make corresponding purchase decisions through social interaction with other consumers in the process of information collection and selection.This paper assumes that online social interaction will affect consumers' perceived value,and then their purchase intention.At the same time,two different types of platforms are considered to play a regulatory role between online social interaction and consumers' perceived value.This paper uses literature research,questionnaire survey and statistical analysis,through the formal survey and online collection of 675 questionnaires,the study found that two types of online social interaction,e-word-of-mouth and observational learning significantly affect consumer perceived value,then affect purchase intention,perceived value plays an intermediary role.Among them,the hypotheses of e-word-of-mouth quality,e-word-of-mouth potency,source professionalism,homogeneity and Observation Learning on perceived value and purchase intention are all significantly valid.Compared with the internal platform,the external platform source professionalism has a more significant impact on consumer perceived value.To a certain extent,our research makes up for the shortcomings of previous studies on social interaction,extends the online shopping scenario to a rational and planned scenario,which is different from the previous impulsive purchase intention,and pays attention to two different types of platforms,which provides a new perspective for the study of online social interaction and expands the research scope of relevant theories.Our research results inspire enterprises and platforms to make necessary changes.Enterprises should pay attention to the management of e-word-of-mouth,strengthen observational learning signals,and pay attention to the drainage from external platforms to internal platforms.Platforms should work closely with enterprises,use appropriate information display strategies,and take measures to transform perceived value into consumers' purchase intention.At the end of this paper,the limitations and prospects are given.