Dissertation > Excellent graduate degree dissertation topics show

Research on the Influence of Online Social Interaction Forms over Consumer Purchase Intention Using Perceived Risk as the Medium

Author: ZuoHaiZuo
Tutor: HuangShengZhong
School: Southwest University of Political Science
Course: Business management
Keywords: online-social interaction perceived risk purchase intention
CLC: F713.55
Type: Master's thesis
Year: 2012
Downloads: 81
Quote: 0
Read: Download Dissertation

Abstract


With the development of modern internet technology and electronic commerce,onlinebanking and logistics industry has got a progress by leaps and bounds,and many barriers liketime-space block and impaired social interaction will be broken.The function ofpolymerization will be retreaded.Simultaneously,the number of internet consumers has beengetting bigger and bigger,then the formers of online social interacton is becoming variousthat has taken the eyes of specialists from the areas of sociology,psychology,marketing and soon.It has been becoming a research hotspot that how and why the online consumers wouldlike to join in the online social interations.Therefore,it is significant to learn the influencefrom different forms of online social interacton to the consumers’ purchase intention usingperceived risk as medium for improving the qulity of advisers’ marketing and getting morecommercial profits.Combined with theory of EKB and based on the opinion that people make their decisionsthrough interactive process,this paper tries to establish a relationship model which tells thatonline interaction makes a dent in online consumers’ perceived risk,consequently leading topurchase intention,and then verify the model through empirical research.Based on theprevious literature research about online interaction and consumer perceived risk,this articleadopt the cognitive research perspective that the online consumers get through the progress ofonline social interaction.Then this paper selected five factors for online socialinteraction:domino offect of online word-of-mouth,speciality of onlineword-of-mouth,number of online word-of-mouth,detailed degrees of online word-of-mouthand observational learning;we defined consumer perceived risk with four aspects:perceivedprivacy risk,perceived economic risk,perceived functional risk,and perceived psychologicalrisk.Then this paper made a regression analysis to detect the relationship among thesefactors.The empirical results shows that speciality is the most significant characteristic ofonline word-of-mouth, most consumers justified the functions of products by the detaileddegrees of online word-of-mouth,otherwise the role of numbers of online word-of-mouth hasbeen beautified.Simultaneously, observational learning is the most important role to improvethe consumers’ purchase intention.The key of this paper’s value lies on that it researched the influence from different forms of online social interacton to the consumers’ purchase intention using perceived risk asmediumfocusing on homogeneity of special consumer groups,using the inductive method,thenconfirming the mediating effect of perceived risk.

Related Dissertations

  1. TV shopping environment for consumers to reduce the perceived risk strategy study,G229.2-F
  2. Can justify harm crisis coping products to customers purchasing Intention,F224
  3. Perceived Risk to Purchasing Intention in Housing Market,F293.3
  4. A Study on the Effects about Hangzhou Female College Students’ Self-congruence on the Fashion Purchase Intention,F426.86;F224
  5. The Empirical Research on Sport Shoes Brand Image Affect University Students of HangZhou’s Purchasing Intention,F426.86;F224
  6. Research of the Effect of Brand Image on Customer Value,F224
  7. Involvement and Brand Switching:perceptive Value and Perceived Risk as Intermediate Factor,F224
  8. Consumers to Buy Counterfeit Brand Goods of Factor Analysis,F224
  9. Willingness to use third-party online payment empirical research and its influencing factors,F832.2;F224
  10. The Study on Perceived Risk of Group Buying on the Web,F224
  11. The Impact of Online Store Design on the Purchase Intentions of Customers,F224
  12. Research on Consumer Purchase Intention in B2C E-commerce Invironment Based on Customer-perceived-value,F224
  13. Research on the Trust Model Based on Perceived Risk,TP393.08
  14. Research on the Effect of Price Promotion on Customers’Quality Perception and Purchase Behavior,F274
  15. Perceived Risk on the Influence of the Titer and Frequency of Word of Mouth in Clothing Online Shopping,F713.36;F407.86
  16. Resrech on Customer Perceived Risk to Purchasing Intention in C2C E-commerce,F724.6
  17. The Study on Diffusion of New Product by Consumer Perceived Risk Theory,F224
  18. Study on Comparison of Customer Perceived Risk between Online Shopping and Brick-and-mortar Shopping,F724.6;F224
  19. An Influence Study of Relationship Quality and Clients’ Perceived Risk in Service Industry,F719;F224
  20. Research of Consumer-based Brand Equity in Defensible Product Harm Crisis,F224
  21. Study on the Effect of Corporate Philanthropy Behaviors on Consumers’ Purchase Intention,F274

CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
© 2012 www.DissertationTopic.Net  Mobile