Influence of Online Interaction on Consumers' willingness to the Consumption of Green Products. Issue 5 (February 2019) - De Xia,
Abstract: Under the background of Internet, consumers' purchase intention is influenced by many factors. Exploring online interactions between different subjects and the accompanying information diffusion's effect on consumer purchase intention is one of the most important research topics. Based on the interaction theory, customer perceived value theory and consumer behaviour theory, this paper proposes the model of online interaction's influence on customers' green product purchase intention and corresponding hypothesis. The research shows that there is a significant positive correlation between the two interactive modes (online interaction between enterprises and customers, and ones between old and new customers) and perceived value of customers. Perceived value plays an intermediary role in the relationship between the two interactive modes and green product purchase intention. These findings will enrich the existing research concerning consumer behaviours and promote the efficiency of network operation practice.