Research on the Influence of User Interaction of Tourism Virtual Community on Purchase Intention

Based on the development trend of "Tourism + Internet" deepening integration, the tourism virtual community has become an important platform to interact for community members. Based on the multi-dimensional user interaction perspective of product information interaction, human-computer interaction and interpersonal interaction, this paper studies the influence of user interaction of tourism virtual community on purchase intention. The empirical results show that: (1) The user interaction of tourism virtual community plays a positive role in the purchase intention, and the influence of interpersonal interaction is the deepest; (2) Product information interaction and interpersonal interaction in user interaction have a significant positive impact on consumer trust, while the impact of interpersonal interaction is not significant; (3) Consumer trust has a significant positive impact on purchase intention. Therefore, the research results are of great significance for guiding the user interaction of tourism virtual communities, and provide the theoretical basis for enhancing consumers' intention to purchase and network marketing of tourism enterprises.