Research Of The Influence Of Online Experiential Interaction Between Consumers And Merchants On Their Purchase Intention

Online market is developing fast and has a large development space in China.Online shopping has gradually become an indispensable shopping method in consumer life.But in the rapid development process,it is accompanied by consumption upgrade,the development of modern internet and technology(such as AR,VR,MR,etc.),and changes of the way of consumers thinking.This has caused consumers to become more and more prominent in the online shopping process.For example,consumers are not interested in the one-dimensional display of traditional product display in the form of “text”.They feel that too much text introduction makes the product not enough image,but also makes the shopping process cumbersome and boring.Although the two-dimensional display of "pictures" and "videos" has been added,some online merchants have shoddy and stolen pictures.The goods have a large deviation from the imaginary goods seen in the shops,which directly leads consumers to “only see not to buy”.Or in the end,the consumer is not satisfied with the fact that the goods received do not meet their ideal expectations,and even if they receive fake and inferior goods.This leads to the consumer's request for returns to generate a shopping fear state due to the receipt of fake and inferior goods.This not only brings negative experiences to consumers,but also brings high costs such as declining reputation,product breakage rate,and commodity turnover transportation to online merchants.Therefore,one-dimensional and two-dimensional interface display of one-way interaction between consumers and businesses cannot meet the online shopping needs of consumers.Consumers expect online merchants to provide the same feeling of being in the physical store during the online purchase process,and the new online experience of consumers needs to be improved.Online interaction between consumers and businesses requires the use of modern Internet technologies(such as AR,VR,MR,etc.).Therefore,an online experience-based interactive era focusing on new consumer experiences is coming.For consumers,it offers fun,time-saving and new experiences,and is placed in a real interactive 3D shopping scene,making online shopping more realistic and increasing the willingness to buy.In addition,it is more important to help online merchants complete data collection and analysis for consumers,such as which clothes are tried and worn,and which furniture is suitable for the room,which can most intuitively reflect consumer preferences.This is conducive to online merchants to adjust sales strategies,increase consumer online stickiness,increase sales,and expand profitability.It is also a new development trend in the future e-commerce industry.Therefore,there is an urgent need to strengthen the research on the online experiential interaction between consumers and merchants.However,research on online and experiential interaction between consumers and merchants is still lacking in the context of modern Internet new technologies,such as fragmentation of relevant theories,imperfect system framework,and insufficient empirical testing.Therefore,the current research on the impact of online experiential interaction between consumers and merchants on their purchase intention has important theoretical and practical significance.Based on this,this study focuses on the online experiential interaction between consumers and merchants,and deeply analyzes its connotation and the internal mechanism of the influence on purchase intention.It mainly answers three questions:(1)compared to traditional online interaction,what is the concept connotation and structural dimension of online experiential interaction between consumers and merchants?(2)what kind of action path does online experiential interaction between consumers and merchants have on their purchase intention? What is the role of online experiential interaction between consumers and merchants on online purchase intention?(3)What is the guiding significance of the conclusions of this study for online marketing activities of online merchants? In order to study these issues,this study is carried out from the following aspects: Firstly,it explains the background of the research,introduces the research purpose,arranges the research content,designs the normative research method and proposes the technical route of this paper.Secondly,it summarizes related research theories such as S-O-R model,media richness theory and signal theory.And this study summarizes online experiential interaction,online purchase intention and the research on the impact of online experiential interaction on online purchase intentions.This helps to clarify the context of the research on the influence factors of online experiential interaction between consumers and merchants on their purchase intention.Thirdly,this study uses the programmatic of Strauss grounded theory research method to conduct exploratory research.Through the coding analysis of the interview data,the new theory in the context of this research is developed.In addition,in the process of analyzing the interview data,we find that the effect path of online experiential interaction between consumers and merchants on their purchase intention conforms to the research paradigm of S-O-R theory.Therefore,based on the research paradigm of S-O-R theory,this study builds a theoretical model framework for the influence of online experiential interaction between consumers and merchants on their purchasing intentions,and further proposes the hypothesis of the relationship between variables based on the original interview data and existing literature.It mainly includes the hypothesis of the role of online experiential interaction between consumers and merchants on sense of online presence and online purchase intention.The hypothesis of the role of consumers,sense of online presence on online purchase intention.The hypothesis of the mediating role of consumers,sense of online presence in the relationship between online experiential interaction and online purchase intention.The hypothesis of the moderating role of online merchant reputation in the relationship between sense of online presence on the purchase intention.This paper puts forward 34 hypotheses and finally constructs the theoretical model of this research.Finally,this paper develops research scales and collects data.Through empirical research,the theoretical model and relationship hypothesis are tested and management inspiration is proposed.In this process,this paper mainly completed the following three aspects of work:(1)This paper develops a measurement scale for online experiential interaction and related variables between consumers and merchants,which has high reliability and validity.Based on this,we design the questionnaire of the impact of online experiential interaction between consumers and merchants on their willingness to purchase.(2)This paper has made a careful design of empirical research,mainly describing the selection of empirical methods and the collection process of survey sample data,which laid the foundation for empirical analysis.(3)This paper uses SPSS 21.0 and AMOS21.0 statistical analysis software to analyze the sample data: Firstly,the paper conducts basic statistical analysis,including descriptive statistical analysis and variable correlation analysis.Secondly,the paper tests the reliability and validity of the scale by qualitative and quantitative methods such as Delphi method,group interview method,pre-test,exploratory factor analysis and confirmatory factor analysis.Finally,the paper examines the theoretical model and relationship hypothesis of this study by multiple linear regression analysis,hierarchical regression analysis and Bootstrap method.Through empirical analysis of 502 large sample data,the study has the following conclusions:(1)This paper proves that the online experiential interaction between consumers and merchants has a direct impact on sense of online presence and online purchase intention.And consumers' sense of online presence has a direct impact on online purchase intention.This study uses multiple linear regression analysis to verify the above hypotheses.The results show that: Consumers and merchants' online sensory experience interaction and online emotional experience interaction have a significant positive impact on sense of online physical presence;Consumers and merchants' online sensory experience interaction,online emotional experience interaction,online entertainment experience interaction and online behavioral experience interaction have a significant positive impact on their sense of online social presence and online self-presence;Consumers and merchants' online sensory experience interaction,online emotional experience interaction,online entertainment experience interaction,online behavior experience interaction,consumers' sense of online physical presence,online social presence and online self-presence have significant positive impact on online purchase intention.(2)This paper verifies that the sense of online presence of consumers plays a mediating role in the process of online experiential interaction and online purchase intention between consumers and merchants.This study uses the Bootstrap to test the mediating role of consumers' sense of online physical presence,online social presence and online self-presence.The results show that: The consumers' sense of online physical presence plays a mediating role between online sensory experience interaction,online emotional experience interaction and online purchase intention between consumers and merchants.The consumers' sense of online social presence plays a mediating role between consumers and merchants' online sensory experience interaction,online emotional experience interaction,online entertainment experience interaction,online behavioral experience interaction and online purchase intention between consumers and merchants.The consumers' sense of online self-presence also plays a mediating role between consumers and merchants' online sensory experience interaction,online emotional experience interaction,online entertainment experience interaction,online behavioral experience interaction and online purchase intention between consumers and merchants.(3)This paper proves that online merchant reputation has a moderating role on the relationship between consumers' online presence and online purchase intention.This study validates the moderating role of online merchant reputation through multi-layer regression analysis.All assumptions are supported by data.The results show that: Online merchant reputation has a significant positive moderating role on the relationship between sense of online physical presence,online social presence and online self-presence and online purchase intention of consumers.That is,online merchant reputation can enhance the positive relationship between consumers' sense of online physical presence,online social presence and online self-presence and their online purchase intention.The main innovations of this paper are:(1)Expanded new knowledge.Through the programmatic of Strauss grounded theory research method,more than 90,000 words of personal in-depth interview data were coded and analyzed,and the structural dimension of online experiential interaction between consumers and merchants was obtained and the theoretical logic was deduced.Based on the online shopping situation supported by modern Internet technologies(such as AR,VR,MR,etc.),the online experiential interaction between consumers and merchants is proposed by online sensory experience interaction,online emotional experience interaction,online entertainment experience interaction and online behavioral experience interaction.This basic research fills in the gaps in online experiential interaction and other related variables,and brings new opportunities and research ideas for scholars to conduct online experiential interaction research in the future.(2)New tools have been developed.In this study,the scale of online experiential interaction between consumers and merchants is new and developed for this research.Combined with the coding analysis results of the programmatic of Strauss grounded theory research method,the initial items of measurement dimensions of consumers and merchants' online experiential interaction are set.In order to ensure the reliability and validity of the scale,this paper uses the Delphi method,group interview method and pre-test method to streamline the scale items.Based on the pre-tested 195 sample data collection,we use SPSS21.0 and AMOS21.0 statistical analysis software purify the scale measurement items through exploratory factor analysis and confirmatory factor analysis.Finally,a formal scale with 9 variables and 43 measurement items was determined.This makes the online experiential interaction research from the theoretical level analysis to the practice level operation,which provides a new tool for future researchers to quantitatively study online experiential interaction problems.(3)This study reveal the new law.Through the programmatic of Strauss grounded theory research method,this study uses the first-hand data of personal in-depth interviews to explore the impact of online experiential interaction between consumers and merchant on their online purchase intention.Based on 502 valid questionnaire data,through the multiple linear regression analysis,hierarchical regression analysis,Bootstrap and other analytical methods,this paper tests the theoretical model and the model has strong applicability.These new findings provide important theoretical support for future researchers to explore online and experiential interactions between consumers and merchants.Although most of the hypotheses in this study have been supported by data,they still need to be validated from different perspectives through more empirical research.In addition,due to the limitations of the researcher's energy and conditions,the sample size in this study is not large enough,and it needs to be remedied and improved in future research.