The Study On Opinion Leaders’Impact In The Network Clothing Purchase

The21st century is the era of a network economy. At least210million people added to the ranks of the network shopping in2012.Online shopping,as the surge of waves swept through the consumer market,including clothing purchase is the first choice among the network shopping,the network is building our new economic form of society."Fourth media "network’s breadth, diversity and variability provide the consumers a huge amount of information and screening amount. And opinion leaders, as the emerging cutting edge of marketing, positioning precision marketing to promote the network purchasing power.Research and content-based online apparel purchase and opinion leaders, combined with the current network clothing purchase of the status quo, the main object is to have the network clothing purchase experienced by consumers, opinion leaders for the entry point for the opinion leaders in the network clothing purchase related influencing factors, consumer opinion leaders tendencies and opinion leaders purchase behavior intention to analyze the study. Using a combination of theoretical analysis and empirical analysis method, the use of onsite to fill out and network in the form of collecting questionnaire data,and then through the SPSS17.0for the sample of300cases of frequency analysis, factor analysis, cluster analysis, test analysis, analysis of variance, correlation analysis regression analysis, to generalize network clothing purchase basic consumer characteristics and influencing factors and tend to type, as well as to verify consumer opinion leaders purchased assumptions relationship, the consumers opinion leaders tendency and opinion leaders purchase behavior intention model.Through empirical analysis of the study, and then combined with in-depth interviews with the result of the opinion leaders of the network, and can provide some theoretical guidance recommended for network clothing sales:the "niche" marketing,"first impression" marketing, focus on opinion leaders, enhance merchants image, enhance loyalty, expand marketing channels and establish the uniqueness. Through research, the findings are listed as follow:(?) According to the frequency analysis, available basic characteristics of the current network of consumers:young, highly educated, high-income, career women consumers.(?) According to the results of factor analysis, opinion leaders influence factors of network clothing purchased:product attributes, personal attributes, herding attributes and others attribute.(?) According to the results of cluster analysis, consumers tend to purchase network clothing can be classified:opinion leaders search tendency, the general tendency, the unique tendency of opinion leaders.(?) According to the results of the regression analysis, opinion leaders in the consumer network clothing purchase intention to purchase behavior mainly affected by opinion leaders, description, status characteristics, asking advice, fashion forward, cost-effective high impact...