Study on the Impact of Network Interactivity on Purchase Intention in the Social Media Era
Xuan Zhou, Chuanyuan Dong

Abstract
The emergence and evolution of social media brings profound impact to people’s lifestyles and even ways of thinking. Based on theories of TAM and by reviewing a body of relevant literatures, this paper analyzed how Network interaction in social media affects consumers’ purchase intention from four aspects: the place that the interactivity takes place, the content, the interactive features and the participants. The purpose of this article is to preliminarily build up a theoretical model for further research on the relevant theme, and promote more efficient marketing activities by using social media. On the other hand, consumers can also be benefited by understanding more about their shopping model so that they could be more rationale.

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