The Influence Of Interaction On Consumer's Purchase Intention In Virtual Community Based On PLS-SEM

With the development of economy and network technology,more and more consumers choose online shopping,and Cross-Border Electronic Commerce also thrives to occupy a huge market.The study of consumers' purchase intention can provide theoretical guidance for the development of enterprises.To explore the impact of virtual communities on the purchase of cross-border e-commerce platforms,a study was conducted on the interaction of virtual communities in consumer purchase intentions.Research on consumers' willingness to buy is also increasing.The TAM(technical acceptance model)and the plan-interaction-response model have a better ability to explain consumers' planned purchase intentions,but the consumption of cross-border goods also has an impulse in addition to the planned purchase.The purchase situation,while the existing research model does not provide a good explanation for the consumption scenario of cross-border goods.Therefore,based on the original theoretical results,this study increases the emotional impulse dimension to construct an interactionawareness-response model suitable for cross-border commodity consumption scenarios.This model can better explain the interaction of virtual communities in the context of purchasing cross-border merchandise.The effect on the user's intention to purchase and impulsive purchase intention.At the same time,this study uses the PLS-SEM multiple group analysis to explore the path difference of gender-based interaction-awareness-response model,research shows that there is no significant difference in the purchase intention of male and female group consumers in the context of cross-border merchandise online shopping.