Research About The Impacts On Consumers Purchase Intention Of Internet Interaction In Transactional Virtual Community

The rapid development of internet has rapidly changed people's production and life style, the appear of virtual community, however, creats new social relationship which make the internet world more complicated and is different from the traditional association. Internet interaction, a concept closely associated with virtual community, has caused great concern of sociology, psychology, marketing etc. Because of its characteristic which is different from traditional social contacts, moreover, it has greatly influenced the individual purchase behavior on network. However, in the actual research, paper about the impact of internet interaction on consumers'online purchase intention are handful, not mention the related empirical studies.Combined with theory of reasoned action (TRA), technology acceptance model (TAM), based on the opinion that people can build their trust through interactive process, this paper tries to establish a relationship model which tells that network interaction leading to consumer trust, consequently leading to purchase intention, and then verify this model through empirical research in transactional virtual community, so we can explores the impacts on consumers purchase intention of network interaction in transactional virtual community, providing advice to people for better understanding network purchase behavior and developing network network market.Based on the previous literature research about network interaction and consumer trust, this paper adopt the cognitive research perspective that consumer get through online interaction process, and select six network interactive factors: responsibility, beneficial, virtual, anonymity, perceived usefulness and perceived ease-of-use; we defined customers'trust attitude toward online-suppliers as their ability, integrity and benevolence; for more accurate research results, we also chose consumer trust tendency as the control variables of the research model, and compare the difference between high and low level of consumer trust tendency.