Research On The Impact Of E-commerce Community Interaction On Consumers' Purchase Intention

At present,with the development of Internet technology,China's e-commerce has been developing rapidly.At the same time,great changes have taken place in consumers' patterns and philosophy of consumption.Marketing based on social group,community and We Chat has become a new trend.Influence of the Internet is turning the research of community into a research of virtual community which has broken through the limitation of time and space of traditional community.Consumers are able to participate in discussion or obtain information they need via the virtual community at any place and at any time.Virtual community interaction enables consumers to form a more comprehensive understanding of the brand,and establish a deeper emotional connection with the brand and other community members.With the development of e-commerce,scholars are not limited to the research of virtual community of certain brands,on the contrary,e-commerce community has become the focus of their researches.The study of influence of communal interaction of e-commerce community on consumers' purchasing behavior has important and practical significance for e-commerce platforms to carry out community management strategy and for brands to carry out marketing management strategy.Based on the research background of e-commerce community interaction and consumers' purchase intention and behavior of brands,this paper focuses on the relationship of community interaction,consumers' perception and consumers' purchase intention of brands,and discusses how e-commerce community interaction(information interaction and interpersonal interaction)affects consumers' purchase intention of brands through perceived usefulness,perceived ease of use,perceived risk and other consumer perception factors.This paper analyzes the mechanism of the effect of the two factors.In the context of e-commerce community,this paper constructs a model of the influence of community members' interaction on consumers' purchase intention,and discusses the mediating role of consumers' perception.Actual survey of e-commerce community members to obtain research data,and using SPSS 25.0 and Amos 24.0 statistical software to analyze the relevant data,are employed to verify the impact model and related research hypotheses of the relationship between e-commerce community interaction and consumers' purchase intention of brands proposed in this paper.Conclusions of this study are as follows: The information interaction of e-commerce community has a significant positive impact on consumers' perceived usefulness;Interpersonal interaction has a significant positive impact on consumers' perceived ease of use and perceived risk;The information interaction and interpersonal interaction of e-commerce community have a significant positive impact on consumers' community identity;Consumers' perceived usefulness and perceived ease of use of e-commerce community have a significant positive impact on consumers' purchase intention.This paper focuses on the hot issues of community interaction,community identity and consumers' purchase intention,further enriches the theoretical research of brand management and marketing science,and can provide new reference for Chinese enterprises regarding community construction,community-based marketing and reinforcement of brand management and marketing.