Abstract:

The integration of social network websites and e-commerce will be one of the development trends of future online social network In order to comprehensively and systematically understand the influencing factors of users’ purchase intention in social network, this paper, based on reviews of relevant literature and taking trust as an intermediate variable, classifies online interaction into four dimensions: places of online interaction, characteristics of online interaction, modes of online interaction and objects of online interaction Through data analysis, the results show that objects of online interaction have a positive effect on users’ trust, and further influence users’ purchase intention

Key words: social network, online interaction, purchase intention, trust