Research Of Opinion Leaders’ Influence On Clothing Consumers’ Purchase Intention In Social Commerce

Since the Web2.0 era,with the gradual maturity of social media,social commerce——a new e-commerce based on the social media become the focus of the industry.Opinion leaders in Social commerce play a more and more important role in the processes of consumer buying decisions by sharing product information, which has attracted more and more attention.However, the academic research on the influence mechanism of the opinion leaders’ in social commerce is still in the initial stage, and the research on the specific analysis of clothing products is very scarce.Clothing products are the largest product in online sales of social commerce,but also the highest degree of consumer concern, it is very necessary to conduct the influence mechanism of the opinion leaders on the consumers’ purchase intention in social commerce.Based on this purpose, this topic hope to provide suggestions for the business community about how to use the opinions leaders carry out the marketing effectively and provide theoretical guidance and data support for further research.This topic first to collate and summarize the literature about the social commerce,the opinion leaders,the information dissemination and other relevant areas,conduct a in-depth interview based on the literature research, illustrate the influencing factors and the relationship among the factors under the combination of theory and practice,and then put forward the theoretical model. Subsequently, according to the previous research and the actual situation of the research, defined the variables in model,put forward the research hypothesis of the relationship between variables,measured the variables,and then draw up the initial questionnaire. The last,the study determined the formal questionnaire based on small-scale interviews and preinvestigation, started the research and carried on the descriptive statistical analysis,reliability and validity analysis and correlation analysis by using SPSS19.0,tested the structural equation modeling,started the mediating effect analysis and hypothesis testing analysis.The empirical results show that:(1)Trust is an important factor in the influence of opinion leaders on clothing consumers’ purchase intention in social commerce, and isthe key mediating variable of the influence mechanism.(2)The understanding about the clothing fashion trends of Opinion leaders, the purchase experience and other professional knowledge are the most important thing consumers value, can effect the consumer’s trust and purchase intentions directly.But the influence of the opinion leader’s popularity on the purchase intention is limited,because opinion leader’s popularity did not refer to the clothing.In addition, when consumers and opinion leaders have similar personality,hobbies,clothing taste and style, consumers are more likely to establish trust in the opinion leaders.(3)The clothing Opinion leaders recommended with design sense and fashion degree can improve the consumer’s interest in clothing, and make consumers more confidence in the professional competence of the opinion leaders, and improve consumers purchase intention.In addition,When the clothing has a display of graphics and text combination and the detailed description of the details,the consumer will increase the understanding of clothing,increase the trust of the opinion leaders and possibility of purchase.(4)When consumers have a better understanding of clothing trends and richer experience in the purchase and collocation of clothing, it is easier for them to understand the intention of the opinion leaders’ recommendation, and then it is easier for them to reach a resonance with opinion leaders in the clothing choices and promote the generation of trust in opinion leaders.In the case of risk, the higher the willingness the consumers tend to believe the opinion leaders, the easier it is to establish the trust in the opinion leaders, then the trust influence the purchase intention.The study combined with the research conclusions and put forward three marketing suggestions:(1)Pay attention to the role of opinion leaders.Enterprises should focus on business cooperation with the opinion leaders, promotion the clothing marketing promotion with the help of advice of the leaders, set up the area of opinion leaders to conduct propaganda, increase the familiar of the consumer to opinion leaders.(2) Identify the opinion leaders correctly.First of all, take the professionalism of the opinion leaders as an important basis. Inspect the professional level of clothing in the information opinion leaders shared in other websites.Secondly, according to therelationship between the opinion leaders and consumers to identify. Inspect activity,the enthusiasm, the frequency and content of interaction with the followers and other aspects of Opinion leaders in the daily network. Finally, rational view of the the popularity of opinion leaders.(3) training the opinion leaders Targetedly. Firstly, pay attention to the form when opinion leaders recommend clothing. It is the best to combine the graphics and text when recommend clothing, and have detailed presentation of the details.Secondly, pay attention to the timeliness of the clothing opinion leaders recommended. The recommended clothing should have a novel and fashionable design, followed by the latest trend.In the end, the relationship between the opinion leaders and consumers should not be ignored.Communicate and interact with consumers as more as possible,such as comments and replies the post.