期刊名称：IOP Conference Series: Earth and Environmental Science
印刷版ISSN：1755-1307
电子版ISSN：1755-1315
出版年度：2019
卷号：233
期号：5
页码：052032
DOI：10.1088/1755-1315/233/5/052032
出版社：IOP Publishing
摘要：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.
