Title: A Study of the Influence of Online Interaction on Consumer Behavioral Intention in Online Shopping
Author: Xue Kaiyi
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.703-716) Proceedings PDF
Abstract
Nowadays, people’s online shopping has gradually shifted from PC to mobile. Mobile shopping mode makes shopping anytime, anywhere a reality, but due to the virtual nature of the Internet itself, information asymmetry has always been an obstacle to the development of online shopping. Buyers and sellers have uneven information, and online merchants are in an absolute advantageous position in terms of information possession. Consumers are unable to accurately screen the quality of products through the information delivered by merchants, thus creating more uncertainty. Various uncertainties in the online shopping environment are still the key factors influencing consumers’ purchasing decisions, and in order to improve the conversion rate of consumers’ purchases, online merchants should be committed to weakening the asymmetry of the transaction process between buyers and sellers. As a kind of quality signal, online interaction conveys product quality information to consumers through various forms of expression, which makes up for the shortcomings caused by the information asymmetry problem and influences consumers’ perception and behavior. Therefore, this study takes online interaction as a research focus in order to explore the mechanism of its effect on consumers’ behavioral intention. This study aims is examine the influence of controllability, richness, responsiveness and mutuality on consumers’ behavioral intention.
This study adopted the quantitative research method, using a questionnaire survey. A total of 517 questionnaires were recovered, and the total number of valid questionnaires was 439, accounting for 84.9% of the total recovered questionnaires. Based on the data from the returned questionnaires, data analysis was carried out using SPSS and AMOS. The final conclusion is that controllability, richness, responsiveness, and mutuality of online interaction have significant positive effects on consumer behavioral intention respectively.
Keywords: online shopping, online interaction, behavioral intention
A Study of the Influence of Online Interaction on Consumer Behavioral Intention in Online Shopping /
6317195406 Xue Kaiyi 2567 (2024) A Study of the Influence of Online Interaction on Consumer Behavioral Intention in Online Shopping สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University