| China’s reform and opening up has been carried out for 40 years,and the overall income level of the residents has been greatly improved.However,people’s awareness of environmental protection,ecological awareness and green awareness still need to be further promoted.Therefore,we should start from the consumption behavior of the existing residents and correctly guide and stimulate the residents’ green consumption behavior.In real life,consumers have significant differences in purchasing behaviors of green products.Some consumers can try to buy green products,while some consumers hesitate to worry about their green products because of their doubts.Therefore,it is an important subject for the promotion of green products to accelerate the consumer’s cognition of green products and to study the perceived value of the green food and the purchase intention of green products.In the new media era,the powerful interactive function of the Internet has greatly enriched people’s work,life,entertainment and shopping.The sales of green products also gradually expand from the line to the line.How to use online network interaction to carry on the marketing of green products is the key to green product marketing staff to promote green products.Therefore,this paper uses perceived value as an intermediary variable to explore the impact of online interaction on customers’ purchase intention of green products.The paper is divided into six parts: the first chapter is the introduction,which mainly introduces the purpose and significance of the research,the domestic and foreign related research review,the research content and the method;the second chapter is the theoretical basis and the variable definition,introduces the three theoretical foundations of the paper,and the definition and dimension division of the three major variables;the third chapter constructs the online interaction to the customer.The theoretical model of the influence of the purchase intention of green products;the fourth chapter is the questionnaire design and sample collection,the design and data collection of the questionnaire is introduced;the fifth chapter is the empirical test and the result,and the empirical analysis of the data collected from the questionnaire in the fourth chapters is used to test the hypothesis model.The last is the summary and Prospect of the full text.The purpose of this paper is to study the influence of online interaction on the purchase intention of customers’ green products from the interaction theory of the new media network,the theory of customer perceived value and the consumer behavior model based on network purchase.On this basis,the strategy of using online interaction to stimulate the consumers to buy green products is discussed.The following three objectives are to be achieved: first,analyze the impact of the different dimensions of online interaction on perceived value;second,analyze the influence of different dimensions of customer perceived value on the purchase intention of customer green products;and third,to explore the intermediary role of perceived value.Although there are many studies on the consumption of green products at present,there are few empirical studies on the impact of consumer behavior on the purchase intention of green products from the perspective of online interaction.This paper uses a questionnaire survey and empirical research method,using reliability analysis,validity analysis and verification.Sex factor analysis and structural equation modeling were applied to deal with the data and test the hypothesis,so that the conclusion of the study is more scientific and convincing. |
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