【摘要】 网络互动在消费者网络购买决策中的作用日益明显,探讨网络互动对购买意愿的影响机理具有重要意义。以S-O-R模型为理论框架,将消费者网络互动作为刺激因素(S),网络信任作为机体(O),购买意愿作为反应(R),剖析了网络互动、网络信任和购买意愿三者之间的关系构建。实证研究表明:网络互动的刺激作用会显著影响消费者网络信任,进而正向影响其购买意愿的形成,此外构成消费者网络信任的认知信任和情感信任间也存在显著的影响关系。研究结论对于深入理解网络互动对消费者购买心理与行为的影响机制具有重要的理论与实践价值。更多还原

【Abstract】 As the impact of network interaction on the consumer network purchasing decision grows more and more significant,it is important to explore the mechanism of network interaction effects on purchasing intention. This paper used the theoretical framework of S-O-R,where network interactions were treated as stimulus,online trust as organism,purchase intention as reaction,to analyze the relationship among network interaction,purchase intention and network trust. The research shows that:the stimulation effect of the customer interactions significantly affects consumers ’ network trust which had positive influence on their purchase intention; in addition,cognition trust and emotion trust,which constituted as network trust,had significant impacts on consumers’ purchasing intention. The conclusion provides with both theoretical and practical value for a deep understanding of the effect of network interaction influence on consumer buying psychology and behavior.更多还原