An Empirical Research Of Interactivity Effects On The Customer’s Purchase Intention Under Mobile Shopping Situation

With the development of science and information technology, mobile ecommerce is developing very rapidly in China. Mobile shopping as one of the most important forms of Mobile ecommerce market growth is particularly fast. According to the research of firm iResearch that China’s mobile shopping overall transaction size 167.64 billion yuan, an increase of up to 165.4% in 2013. The development of the mobile shopping is also intensified the competition in the mobile shopping market. The mobile shopping market, because of the media between seller and customer had changed from computer and Internet networks to mobile communications and intelligent mobile devices, the interaction will effects customer’s mobile shopping process. This research build the interactive impact on the customer’s purchase intention’s theoretical research framework from the perspective of the emotional reaction through empirical research, in order to put forward the guiding suggestions for mobile business.Firstly, combing through the concepts of mobile shopping, interactive, emotional reactions and purchase intention, and learn from research in related fields, use the stimulus response model (SOR model) to do the theoretical analysis, in order to build the interactive impact on the customer’s purchase intention’s theoretical model from the perspective of emotional response in mobile shopping.Then, use the domestic and foreign existing matur scale to design the questionnaire of this paper. Use the empirical research methods to start research. Choose China’s largest mobile shopping platform MobileTaobao’s users for the survey, Gather 305 effective sample data. Then using SPSS 17.0 and AMOS 17.0 statistical software to analyze data’s reliability and validity, and verify the relationship between the variables through descriptive statistical analysis, correlation analysis, and multiple regression analysis.Finally, the main conclusion is obtained by data analysis:In the situations of mobile shopping, the perceived ease of use, perceived usefulness, twoway communication, mutual help of interactivity have a significant positive impact on customer purchase intention; bidirectional interaction between customers and sellers the impact of the exchange of trust and willingness to buy the most important factor interaction; customer site to interact with the perceived usefulness affect customer demand for evoking pleasure and the most important factor interaction; trust is the most important influences customer purchase intention emotional reactions; among three types of emotional reactions of pleasure, the demand evoke a sense of trust in both the wishes of interactive play an intermediary role and part of customers to buy.