Research on the Influence of Interaction on Customers’ Behavioral Intention Under the Platform-Type B2C Mode

摘要

In this research, the questionnaire method was mainly used. As for variable design, we firstly used the relatively mature scale in related documents for reference. Based on the past research achievements, we made proper modifications in combination with the practical situation of thisresearch, and finally formed the measurement indexes of all variables in combination with the opinions and suggestions of the adviser and marketing researchers. The variables involved in this research include the interaction, customer perceived value, platform trust, online shopping experienceand behavioral intention etc.