Research On The Influence Of Online Social Interaction Forms Over Consumer Purchase Intention Using Perceived Risk As The Medium

With the development of modern internet technology and electronic commerce,onlinebanking and logistics industry has got a progress by leaps and bounds，and many barriers liketime-space block and impaired social interaction will be broken.The function ofpolymerization will be retreaded.Simultaneously,the number of internet consumers has beengetting bigger and bigger,then the formers of online social interacton is becoming variousthat has taken the eyes of specialists from the areas of sociology,psychology,marketing and soon.It has been becoming a research hotspot that how and why the online consumers wouldlike to join in the online social interations.Therefore,it is significant to learn the influencefrom different forms of online social interacton to the consumers’ purchase intention usingperceived risk as medium for improving the qulity of advisers’ marketing and getting morecommercial profits.Combined with theory of EKB and based on the opinion that people make their decisionsthrough interactive process,this paper tries to establish a relationship model which tells thatonline interaction makes a dent in online consumers’ perceived risk,consequently leading topurchase intention,and then verify the model through empirical research.Based on theprevious literature research about online interaction and consumer perceived risk,this articleadopt the cognitive research perspective that the online consumers get through the progress ofonline social interaction.Then this paper selected five factors for online socialinteraction:domino offect of online word-of-mouth,speciality of onlineword-of-mouth,number of online word-of-mouth,detailed degrees of online word-of-mouthand observational learning;we defined consumer perceived risk with four aspects:perceivedprivacy risk,perceived economic risk,perceived functional risk,and perceived psychologicalrisk.Then this paper made a regression analysis to detect the relationship among thesefactors.The empirical results shows that speciality is the most significant characteristic ofonline word-of-mouth, most consumers justified the functions of products by the detaileddegrees of online word-of-mouth,otherwise the role of numbers of online word-of-mouth hasbeen beautified.Simultaneously, observational learning is the most important role to improvethe consumers’ purchase intention.The key of this paper’s value lies on that it researched the influence from different forms of online social interacton to the consumers’ purchase intention using perceived risk asmediumfocusing on homogeneity of special consumer groups,using the inductive method,thenconfirming the mediating effect of perceived risk.