A Study On The Influence Of Online Interactive On Purchase Intention In The W-Commerce Platform

WeChat as a"fragmentary" social tool, since 2011, after just four or five years, had close to 600 million users. WeChat is not only a social software linking humans, but also a electricity software linking people and goods, WeChat directly drive the life consumption scale has reached 11 billion yuan in 2015, but the research relating W-commerce is relatively scarce.In the theoretical part, first of all, this study introduces the WeChat electric business platform for the development of the present situation and the research status quo, and then combed the basic theory of the online interaction, customer trust, purchase intention, as WeChat electricity ShangPing audience online interactive study hardly, we employ online interactive e-commerce environment, customer trust and purchase intention of the research status, the social business attributes of WeChat electrical contractor to build theoretical model of this research are illustrated, and the 16 hypothesis of this study are put forward.In the empirical part, first of all, this study revised questionnaire through the preliminary research analysis, the formal research collected 347 valid questionnaire responses received. And then using the 347 questionnaires to analy reliability and validity of the data, related analysis, using the structural equation model analysis to verify the hypothesis.The empirical analysis results show that the five factors of W-commerce online interactive have significant positive influence on customer trust, online interactive except perceived ease of use,other four factors and purchase intention was significantly positive correlation, and customer trust can positively predict their willingness to buy, and the study have also shown that customer trust plays an intermediary role in W-commerce online interactive’s four factors (perceived ease of use,perceived usefulness, professionalism, mutual) influence on purchase intention. Finally based on the research conclusions, four opinions on the development of W-commerce are put forward.