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摘 要
20 世纪末随着网络技术的不断发展，网络购物的顾客规模呈直线向上增长，网
上购物已成为消费的主渠道。在网络虚拟环境下，更多的消费者会通过网络平台（例
如社区网络评价、消费者购物留言板）与其他顾客进行互动，由于购物环境限制以及
信息的不对称性导致消费者无法直接接触产品本身而导致购买的不确定性，在这样的
互动中可以很好的规避消费者的感知风险，使消费者本身达到很高的购买意愿。本研
究选取有过网购经历的消费者作为研究对象，选取顾客感知风险作为中介变量，从顾
客间互动的角度来研究其对顾客购买意愿的影响。

首先，本文回顾了有关顾客间互动、感知风险和购买意愿的文献欧亿·体育（中国）有限公司，在此基础
上建立了顾客间互动、感知风险和购买意愿关系的理论模型，并采用问卷调查法收集
数据，应用 SPSS 统计软件进行数据分析，得到以下结论：
（1）顾客间认知互动对顾客感知风险有显著的负向影响；（2）顾客间情感互动
对顾客的感知风险有显著的负向影响；（3）顾客感知风险对顾客购买意愿有显著的负
向影响；（4）顾客间认知互动对顾客购买意愿产生显著的正向影响；（5）顾客间情感
互动对顾客购买意愿产生显著的正向影响；（6）顾客感知风险在顾客间认知互动对顾
客购买意愿影响关系中起部分中介作用；（7）顾客感知风险在顾客间情感互动对顾客
购买意愿影响关系中起部分中介作用。

最后，本文对实证研究结果做出了解释说明，并根据研究结果为网络营销管理尤
其为网络购物企业中的营销服务提出了管理启示和建议，同时也说明了本研究的局限
性和未来进一步的研究方向。

关键词：网络购物 顾客间互动 感知风险 购买意愿Research on the Effect of Customer-to-Customer Interaction on
Purchase Intention under the Network Environment
Abstract
With the network technology developed continuously since the end of the 20th
century, network shopping consumer scale is lining up straightly. Shopping online has
become the main channel of consumer spending. Under the network environment,
consumers will be through the network platform (such as community network evaluation,
consumers shopping message board) to interact with other customers, due to the shopping
environment and information asymmetry, consumers cannot directly contact with the
product which lead to their uncertainty, so on the interaction it can be very good at
avoiding risk, which makes consumer achieve high purchase intention. This research chose
the consumers who had the shopping online experience as the research objects, selected the
customer perceived risk(PR) as a mediating variables, from the perspective of
customer-to-customer interaction(CCI) to study its impact on customer purchase
intention(PI).
First, the paper reviewed the literature of the Shopping online, CCI, PR and PI; then
established the relationship theory model of CCI, PR and PI; used questionnaire to collect
data, at last used SPSS analysis data, the conclusions are as follows:
(1) Cognitive interaction of CCI has a significant impact on PR; (2) Emotional
interaction of CCI has a significant impact on PR; (3) PR has a significant impact on PI;
(4)Cognitive interaction of CCI has a significant positive impact on PI; (5) Emotional
interaction of CCI has a significant positive impact on PI; (6) PR in the relationship
between cognitive interaction of CCI and PI plays a partial mediated role. (7) PR in the
relationship between emotion interaction of CCI and PI plays a partial mediated role.
Finally, the article made the explanation, the result of the empirical research and for
the network marketing management according to the results of the study, especially for the
network shopping service in the enterprise marketing management implications and
suggestions were put forward, also demonstrated the limitations of this study and further
research direction in the future.