The path analysis of online interpersonal interaction on purchase intention based on two-factor structure of trust and distrust

Research on Modern Higher Education

Lei Zhang* College of Management¹ 

关键词: online interpersonal interaction;    trust;    distrust;    purchase intention;   

DOI  :  10.24104/rmhe/2017.02.01001

学科分类：社会科学、人文和艺术（综合）

来源: Asian Academic Press Co Limited

【 摘 要 】

Compared with technical competence, online interpersonal interaction is a stronger inspiring element, which significantly impacts the purchase intention. Under the influence of the media characteristics of internet, online transactions are riskier with much stronger uncertainty. This makes customer trust more complicated and diversified, which even displays the coexisting situation of trust and distrust, as well as correlation and difference. This research sets out to clarify the measuring dimensions of online interpersonal interaction, explore the two-factor structure of trust and distrust, and further establish the driving approaches from online interpersonal interaction to purchase intention with empirical test. This research conforms to the macroscopical objective of industry structure upgrade of our country as its achieved results can furthermore help enterprises achieve efficient interaction, stimulate loyalty and improve performance.

【 授权许可】

CC BY-NC