The Influences of Consumer-to-Consumer Interaction on Dissatisfactory Consumers’ Repetitive Purchases in Network Communities

Consumer-to-consumer interaction is an important activity in network communities. involves information and social interaction, which greatly influences consumers’ experience behaviors. The model of stimulus-organism-response (S-O-R) usually applied to explain how environmental stimulus affects consumer behavior through the internal state. Thus, this research takes dissatisfactory consumers as object, sets a stimulus, knowledge trust organism, repetitive purchases response. It constructs theoretical that consumer-to-consumer trust. In study, hypotheses were tested by analyzing 328 valid questionnaires. results show had significant positive effect on knowledge, while no knowledge. Information each effects Consumer purchases. played partial mediating role between purchase, respectively. purchases, complete revealed deep mechanism interaction’s influence communities further enriched purchase behaviors, at least theoretically. This also provided insights for community marketing.