Effects of Web 2.0 Experience on Consumers' Online Purchase Intention: The Social Networking and Interaction Orientation Factors

This paper examines the effects of Web 2.0 experience, especially the social networking and interaction orientation factors, which are likely to influence online consumers’ purchase intention and buying behaviour. Based on theoretical foundations of what has been identified as Web 2.0 experience, this study proposes a research model consisting of these two factors acting as the main parameters influencing online purchase intention. These antecedents are modeled as firstorder constructs with reflective indicators. The model is empirically tested by analysing the results of data from an anonymous survey of 167 students under a real Web 2.0 online shopping environment. Statistical analyses using structural equation modeling (SEM) are used to validate the model and identify the relative importance of the key antecedents to online purchase intention. On the one hand, the results confirm the direct positive influence of the interaction orientation factor on purchase intention. On the other, they suggest that the relationship between the social networking factor and intention to buy is mediated by the interaction orientation factor.