Opinion Leader’s Inflence On Consumer Purchase Intention Study In Live Electrical Contractor

In recent years,based on streaming media technology platform for the live webcast rising quietly,live is not only a form of performance,but the user to obtain information,meet the demand,interactive entertainment,the development of social important way.General entertainment generalized life live into more subdivided vertical industry unceasingly,makes live has become a new marketing model.This marketing model will have bonus issue of the traditional electricity discharge guide from the product of the transformation in order to guide content,as a platform to find a new flow entrance,formed a strong social community,make up for the lack of the traditional electricity social attributes.Gustave le pen once said: "there is group,is the leader".The rise of live,contributed to the rise of a large number of network opinion leaders,these opinion leaders in the electricity business live through the way of sharing information,recommended products to influence consumers’ purchase intention,and plays a more and more important role.But,academic circles at present,there are few academic studies of electricity live,so the author thinks that opinion leaders in the work of live electrical contractor for the study of the factors affecting consumer purchase intention is necessary.This topic formally based on this purpose,combined with their own practical experience study,hoping to provide feasible Suggestions for electricity enterprises,and provide theoretical guidance for subsequent more in-depth research and arguments.This topic first to the live webcast,electric business,opinion leaders and propagation theory carding and summarizing the related literature,the existing research results and combined with the practice in the literature to find related influencing factors,and on the basis of in-depth interviews.Secondly,the depth interview data sorting out as an argument,is used to validate the argument of this article.Finally,make a summary of research results,andcarries on the validity of the test.This topic to the following conclusion:(1)The characteristics of opinion leaders,publicity for the consumer purchase intention is not to be the decisive factor.Compared with popularity,consumers more important is whether the opinion leader with a high degree of product involvement,professional and their interaction.These characteristics can make consumer trust to opinion leaders,thus influence its purchase willing.(2)The information characteristics of opinion leaders recommended,the product the present forms of the biggest influence on consumer purchase intention.Secondly is the consistency of opinion leaders recommended,especially for the opinion leader,but have no fixed consultation intention of consumers;And timeliness is high degree of involvement with the everyday products had a greater influence on the consumers,they are more value upgrading of products,so more care about opinion leaders recommend whether the product has the timeliness.(3)Their own characteristics,the strength of their own professional can affect the consumer’s trust in the opinion leader,will affect purchase intention;Consumers are more likely to accept and have the opinions of the homogeneity of opinion leaders;If the consumer when making purchase decision to solicit the opinions of others,are more easily affected by the opinions of the opinion leaders.(4)Trust is opinion leaders,recommended product information characteristics,consumer oneself impact on purchase intention in the middle of the factors,which is the most critical factor.Opinion leaders high product involvement degree,professional,interactivity,recommend the present forms of product information,recommend consistency,consumer oneself professional,homogeneity can affect consumer confidence in the opinion leaders,thus influence consumer purchase intention.