Research Of Opinion Leaders' Impact On College Students Purchase Intention On Wechat Marketing

With the wide spread and widely used of Wechat,huge business opportunities were brought to the enterprise and more and more companies pay attention to WeChat marketing.In the modern time,word of mouth has been seen as a very effect marketing approach,since it can make important influence on consumer purchasing.And opinion leaders,as the disseminators of word of mouth,can also motivate consumers' purchase intention.On the one hand,potential consumers tend to seek for advice from people who have used the product or have relative experience,as a reference to their purchase.On the other hand,the expertise of the opinion leader,the awareness in the field,the level of knowledge of the relevant products,and the interaction effects with the consumers,will affect the purchasing will of the consumers.According to a report released by the Chinese Internet Information Center,the number of Chinese Internet users reached 751 million by the end of June 2017.Among them,college students become a relatively large group of Internet users.Due to the high penetration rate of college students in Internet applications such as access to information,communication,business transactions and other Internet applications,college students pay close attention to the evaluation of the store when they carry out shopping,and they are used to seek opinions from people who have bought or used experience before making purchasing decisions,thus achieving the best purchase decision.Based on this,this paper chooses college students as the object of research.This research explores the background of WeChat marketing and the impact of an opinion leader on the purchase intention of college students.Firstly,a review of opinion leaders is made.By consulting domestic and foreign papers,it is found that scholars mainly review the personal characteristics of opinion leaders and the characteristics of communication information.Secondly,on the basis of the existing theoretical model,to further explore the opinion leader of consumers purchase intentions of influence mechanism.The eight influencing factors are preliminarily identified,including the personal characteristics of opinion leaders,the interaction between opinion leaders.and consumers,the homogeneity of opinion leaders and consumers,and the form of recommendation information of the opinion leaders.This paper establishes the conceptual model and puts forward the research hypothesis for the model.Then,through the questionnaire survey,the effective data of the research topic was collected,by using SPSS 19.0 software to analyze the data,and the data was statistically analyzed,and the hypothesis was verified.Finally,based on the results of data analysis,the author makes Suggestions and summarizes the prospects.The results of this study are good for the enterprise to better use WeChat to do business marketing,especially if it is to be aware of the enormous impact of opinion leaders on the will of college students,and fully utilize the word of the leader's word of mouth,to provide a certain practical guidance for the business,and finally to provide a little bit of marketing strategy for the enterprise,and to make a contribution to the theoretical study of WeChat marketing.