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The influence of online interaction on consumers buying intention

Hailin Su, Dake Qian, Xuan Zhang

Due to the rising of the network society, consumption structure has consequently changed. It is significance that studying in-depth on the influence of network interaction on buying intention. This article, from the perspective of flow theory, constructs a structural model of interaction, experience and buying intention, and proofs it through empirical research. The study found that people interaction affect partly the online experience, machine interaction positively affect the online experience, online experience positively affect the buying intention.