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| Model Construction of the Influence of Online Experiential Interaction between Consumers and Merchants on Their Purchase Intention：An Exploratory Research Based on Grounded Theory |
| DONG Jingjing，XU Zhengliang，FANG Qi，ZHANG Anran |
| 1. Jilin University, Changchun, China; 2. University of Jilin Finance and Economics， Changchun, China |
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Abstract Through in-depth interviews with 23 interviewee samples to obtain text data and grounded theory research methods, we built a model of the influence of online experiential interaction between consumers and merchants on consumers’ purchase intention. The results showed that, in the context of online shopping that supported by the new technology of modern Internet, the online experiential interaction between consumers and merchants would influence consumers’ sense of online presence and purchase intention. The consumers’ sense of online presence has an effect on their online purchase intention. At the same time, consumers’ sense of online presence mediated the effect of online experiential interaction between consumers and merchants on their online purchase intention. What’s more, the reputation of online merchant moderated the influence of consumers’ sense of online presence on their online purchase intention.
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Received: 09 July 2018
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