The Research On The Influence Of Online Social Interaction On Consumer's Purchase Intention

With the development of the Internet,the network has become the main channel for consumer information search.The convenience of online network and the querying nature of product information attract consumers to understand relevant information of goods through the Internet,especially the behavior information such as attention,purchase and comment left by other consumers on the Internet,and to judge whether the product is worth buying.The initiative for social interaction of consumers through the online network growing status of online social interaction in the social economic life is becoming increasingly prominent,has become an important reference for consumers to make purchase decision,has become an important basis for merchants to receive important channel and design of marketing consumer feedback.However,previous researches have focused on the online social interaction mode.Only a few scholars have introduced observational learning into the study of consumer purchase decision.This study starts from online social interaction,and analyzes the specific influence mechanism of online social interaction between consumers' observational learning and Internet word of mouth on consumers' online shopping decisions,and analyzes the moderating role of consumers' online interactive website channels.This study presents online social interaction on consumer purchase intention influence mechanism model through literature review and theoretical research,and the design includes internet word-of-mouth(including quality,reputation,reputation,reputation valence number),observational learning measurement of perceived value and willingness to buy the table.This study used SPSS statistical software to test the reliability and validity of the survey data,and used AMOS software to establish structural equation model to verify the hypotheses proposed in this study.The empirical results show that:(1)internet word-of-mouth(including quality,reputation,reputation and reputation valence number)observational study of these two forms of online social interaction have a significant and positive effect on customer perceived value,customer perceived value has significant positive effect on consumer purchase intention;(2)compared with the shopping website,word of mouth effect the quality and reputation of social media on the potency of consumer perceived value greater influence consumers' perceived value on consumer purchase intention is higher;on the contrary,compared with social media,word of mouth and the number of observational shopping site in the learning effect on consumers' perceived value greater.Based on the above conclusions,the enterprise marketing put forward the following suggestions:(1)improve the enthusiasm of consumers high quality writing,spread word of mouth information;(2)the observational learning information as the important content of marketing;(3)according to the website of different types,marketing methods should be different,in the shopping site on word-of-mouth learning management the amount of information and observational,in social media management on quality,reputation,reputation by observational learning information;(4)promoting social shopping site.