The Research On The Influence Of Online Opinion Leaders On College Students' Ethical Consumption Intention

On the one hand,the rapid development of the internet makes the influence of the network opinion leaders become more and more important.When consumers make consumer decisions they often go to the network search information,and online opinion leaders have become their primary information search information Source,the reason,may be the online opinion leaders's professional,understanding more about product and other factors.On the other hand,with the rapid development of global economy,a series of worrying problems such as the environment pollution,sweat shops,energy crisis win more and more attention.Companies start to take the initiative to assume social responsibility,reducing the production and business operation activities which have adverse impact on the environment,and supporting business which good for environment,society or individuals who in need of help.Consumers realize the importance of their consumption choices and break the traditional hypothesis of "rational man",using their "consumer votes" to perform their responsibility to the whole society.Under the background,this paper discuss the influence of the online opinion leaders on the willingness of ethical consumption.It is expected that not only brings supplement and innovation to theoretical research of the ethical consumption and consumer behavior research,but also speed up the formation of ethical consumption in college students,guide enterprises to grasp the ethical demand of consumers and then make the precision ethical marketing strategy.According to the system of the relevant literature,this paper took the three factors:the online opinion leaders' characteristics,the recommended informationcharacteristics,and the perceived value of the college students,and examined how online opinion leaders' impact on ethical consumption intention of college students.In order to study the college students' ethical consumption intention,construct the relevant research model and use SPSS20.0 to test the theoretical model.The results show that the professionalism,visibility?intensity of the network opinion leaders and visual cues of the recommended information have significant influence on ethical consumption intention of the college students.The consumer perceived functional value and emotional value also have a significant influence on the ethical consumption intention,In addition,opinion leader' characteristics(the professionalism,visibility?intensity of the online opinion leaders)?opinion leaders'recommend information characteristics(the ethical attributes and visual cues of the recommended information)and consumer perceived value(the consumer perceived functional value and emotional value)will affect college students' ethical consumption through trust.Finally,based on the consideration of all above and the status analysis for ethical consumption of college students in Hunan,this paper discussed the positive role in the implementation of ethical marketing and promotion of ethical consumption from the enterprise and government.