网上购物情境下消费者线上和线下沟通网络对首次购买意愿的影响研究

Online and offline communication network characteristics play an extremely important role in the process and the result of the consumer counseling online shopping. Using consumers with purchasing information-counseling Under Online shopping context as samples, this study indentified the influencing mechanism of online and offline communication network 's influence on customer 's first-time purchase intention and analyzed impacts of the characteristics of online and offline communication network's ties on consumers' perceived risk and effects of consumers' perceived risk on consumers' first-time purchase intention. This study gathered 99 valid questionnaires by way of issuance of questionnaires at the social network and office, and then used the whole network, multiple and hierarchical linear method to test the hypothesis. The result shows that the characteristics of the online and offline communication network include four dimensions, which is online direct, online indirect, offline direct and offline indirect ties. Only online indirect and offline direct ties influences customer's first-time purchase intention indirectly thorough the perceived risk. Online indirect, offline direct and offline indirect ties moderates the negative relationship between the online indirect and the perceived risk positively. The conclusion will provide implication for electronic business corporation to conduct effective marketing management in the online and offline communication network.