The Influence Of Interactivity Of Public Opinion Network On Consumer's Intention To Buy Food

Dazhong.com is the product of the Internet era web2.0. It is a typical representative of the third party website. It is committed to providing users with catering, shopping, leisure and entertainment services and other areas of business information, consumer preferences and interactive platform for the release of consumer evaluation. The rapid growth of public comment as well as the great influence of the show attracted many businesses to carry out public comment marketing. The main purpose of marketing is to transform the potential customers of the public comment into the real customers. However, how to carry out the public comment marketing to achieve this goal, has become a hot issue in the academic and business circles.In this paper, the greatest feature of public comment is to start from the interactive.This paper focuses on the influence of the interaction of public comment on the food purchase intention of consumers. This paper is divided into three parts:First of all, this paper determines the dimensions of the interactive marketing of public comment. This paper is mainly about the interactive dimension of other types of marketing, which is mainly used to determine the interactive dimension of public comment.In this paper, the interaction of public comment marketing is divided into three types of interaction. First, the interaction between consumers and the public comment, which includes two dimensions of perceived usefulness and perceived ease of use. The second point is the interaction between consumers and consumers, which includes the interaction between consumers. The impact of consumer reviews two dimensions. Three is the interaction of consumers and businesses. It includes two dimensions: the two-way between the consumer and the business, the business to meet the individual needs of consumers.Secondly, this paper studies the dimensions of trust in the intermediary variables. In this paper, through the study of trust, the author puts forward two dimensions of consumer trust attitude in the public comment marketing. They are the consumer's trust in the ability of the business, the consumer's trust in the good faith and honesty.Thirdly, the relationship between the interaction and trust of public comment marketing and the relationship between trust and consumer purchase intention. This paper based on the process of the establishment of trust and technology acceptance model to build interactive trust purchase intention relationship model, and through empirical analysis to verify the relationship between the three.In this paper, the data is collected by questionnaire, and then the data are analyzed by factor analysis,correlation analysis and regression analysis.The results of this study are as follows: firstly, strengthen the interaction of the public comment network can really improve consumer confidence in the business. Among them,the five dimensions of perceived ease of use, perceived usefulness, mutual aid, two-way and personalization have a significant impact on the ability of the trust. The four dimensions of consumer perceived usefulness, two-way, personalized and mutual help have a significant impact on the goodwill and honest trust. From here we can see:enterprises in the process of carrying out public comment marketing should pay attention to three different types of interaction. However, for those who do not have the assumption remains to be further studied. Second, the consumer trust attitude of the two dimensions are positively affect the consumer's food purchase intention, which has greater influence on the ability of business trust; Third, trust attitude can play an intermediary role in the interaction and purchase intention.Therefore, this paper not only has theoretical significance, but also can provide some guidance for the food enterprise to better carry out the public comment marketing.