Social Network Type Community Interaction On Consumer Purchase Intention Of Influencing Mechanism

The emergence of Social Network Service provide people with a new interactiveplatform, consumer is bought before the interaction behavior also extends to theplatform. Therefore, social networking sites in consumer interaction behaviorgradually attention by business community and academia, become the focus ofresearch. Social networking pattern diversity, variety, this paper mainly socialplatform for social networking as the foothold, explore the network of communityinteraction mechanisms influence on consumer purchase intention.In this paper, based on the theory of consumer buying behavior, TechnologyAcceptance Model (TAM) as the research model is built to the source quality,theinformation quality, the strength of relationships,the interactive atmosphere forinteractive dimensions of external stimulus variable, to the useful perception,theperception of trust, the interaction expectations for the consumer psychologicalresponse variable, with the consumer purchase intention for the final responsevariable research model. Interact through online communities have been carried out toshopping before specific people survey to get the data, using statistical empiricalanalysis method to test the research model. The empirical testing process including"needs-interaction-decision "model test, interactive dimension inspection, overallresearch model three parts."Needs-interaction-decision" is from the technology acceptance model isconstructed from the changes, so according to the collected data for reliability test,validity test and structural model test, the test results of various indexes meet therequirements, can meet the research needs in this paper. Interactive dimension isaccording to the information transmission model and basic theory of consumerbehavior selection, which contains all the dimensions of the measuring project mosthas been verify or use other scholars, this paper directly to the confirmatory factoranalysis, from the reliability test and validity test results can meet the needs of theresearch of this paper. Through to the final model of the model test results to see thefinal hypothesis in addition to the two fails, the rest are established. Final research results show that the source is useful to perceive quality onperceived trust, information quality, information quality on perceived trust,relationship intensity on sense of trust and interaction atmosphere on perception,useful, interactive atmosphere for perceived trust, perceived useful for interactiveexpectation, perceived useful on purchase intention and perception of trust andinteract expectation, perceived trust of purchase intention, expect to purchaseintention are showing a significant positive impact. Finally, according to the researchconclusion, put forward some corresponding marketing enlightenment.