Research On Influence Of Consumer Network Interaction On Consumer Re-purchasing In Mobile Social E-commerce

According to CNNIC data,mobile shopping accounts for 97.3% of the total online shopping users.Mobile shopping is the new rising E-commerce and becomes the highlight spot currently.In broken pieces time era,obvious differences on shopping scenes demand between the mobile shopping and PC way.How to grasp the psychological demand of consumers improving the viscosity and turnover rate of customers,is the core factor for successful e-commerce.In view of this,the paper base on mobile online shopping context,define the mobile external interaction stimulation factors.On the basis of S-O-R model,the paper pointed out the frame that interaction stimulation may affect the emotion(consumer trust)and result in consumer re-purchasement intention.Integrate the environment phycology,marketing theory and consumer behaviors,social phycology,the paper mainly discuss 3 issues :1)The impact of customer perceived interactive experience(network interaction)caused by external stimulation on consumer's repurchase intention.2)The influence of emotional factors(customer trust)on the re-purchase intention.3)Research on the influence of consumer involvement on consumer's repurchase intention in mobile shopping.Based on the mainstream mobile app users such as Taobao,Jindong and vipshop,total 536 valid questionnaires were collected according to the product classification(searching products type and experience products),and 9 hypotheses were discussed: the mechanism of consumer online interaction on repurchase intention,the mediating effect of consumer trust in interaction and repurchase intention,and the moderating role of consumer involvement in the relationship between online interaction and repurchase intention.The research conclusions and innovations are below:1)Based on multiple roles of consumers,this paper expands the research on consumption behavior of mobile social e-commerce.Combined with the identity of mobile consumers: consumers and important participants in online shopping process,this paper broadens the research on mobile consumption on the basis of S-O-R model.2)Exploring the relationship between consumers' perception of online interaction experience and repurchase intention with the new interaction content.The results show that the network interaction(the interaction between mobile merchants and customers and the interaction between customers)significantly influenced customer trust leading to re-purchase intention.Moreover,the interaction between consumers and merchants slightly higher impact on repurchase intention than that between customers.3)The introduction of consumer involvement in the study of online interaction on consumer behavior.The empirical results show that high customer involvement play positive role in the relationship between consumer interaction and repurchase intention.However,the moderating role of low customer involvement level in the relationship is not significant due to lack of motivation to obtain information.In the end,we give some suggestions that mobile e-commerce enterprises should focus on strengthening the construction of mobile shopping platform,delivering trustiness,and guide consumers to participate in multi-party interaction to enhance their willingness for re-purchase and recommendation.Therefore,this paper puts forward some suggestions for the operators of mobile online shopping: 1)Improve the relationship between customer and enterprise and deliver trustiness.2)pay high attention to the interaction quality with consumer :proper ratio on resources distribution,Manage consumers according to consumer involvement level;improve two parties of interaction by accurate and useful information promotion and research,funny interaction aspects,rapid response,impact power for integration marketing to enhance interaction with consumers.