Research On The Influence Of Network Opinion Leadership Characteristics On Consumers' Purchase Potention Under Microblogging Marketing

With the continuous development of global economy and a more and more fierce market competition,enterprises competition can never satisfy the increasing material and cultural needs of consumers solely depending on unidirectional advertisement transmission or low price strategy.The appearance of Internet has broadened the information acquisition channels and helped consumers increase their product consumer awareness,meanwhile,lowered the asymmetry of information.The appearance of social communication platform,the production information generated from scholars,celebrities and even normal consumers become the leader of Internet opinion in society when their ideas are widely accepted by the public,which lead the mass consumption idea.Enterprise must select some Internet opinion leaders as the mediator for social communication net if it wishes to occupy market shares in a dynamic outer environment and arouse mutual recognition through their self influence.Therefore,to transform the academic study focus from the influence of public praise recommendation on consumer to a more representative way of stimulating the purchase intention through Internet opinion leader weighs more from the aspect of commercial value.In the paper,the Internet opinion leader is regarded as the independent variable,consumer perceived quality and self-concept consistency as the intermediate variable to study the relationship between the influence of Internet opinion leader and consumer purchase intention.Basing on a wide range of literatures,the paper established the theory model of promoting products via Internet opinion leader on the Microblog platform and brought forward related suppose.Meanwhile,taking the normal consumers as the target to conduct questionnaires survey and employed SPSS 19.0 and AMOS21.0 to analyze the data.The conclusion is that:Internet opinion leader can influence the consumer purchase intention with its speciality characteristic,fame characteristic,relationship strength characteristic,information quality characteristic;perceived quality can serve as the mediator on the relationship among purchase intention and speciality characteristic,fame characteristic,relationship strength characteristic,information quality characteristic;ideal self-concept consistency can serve as the mediator on the relationship among purchase intention and speciality characteristic,fame characteristic,relationship strength characteristic,information quality characteristic.According to the conclusion,the paper can facilitate the enterprise to select influential Internet opinion leader to recommend its brand and stimulate purchase intention.It can be mainly used in:(1)Enterprises should learn to identify Internet opinion leader characteristic and select suitable one as their spokesman.(2)Enterprises should learn to recognize their brand characteristic to cultivate local Internet opinion leader who possesses a higher-degree profession and can provide a higher quality information.Through a long-time cultivation,they can intensify the relationship between fame and consumer and increase income with a lower cost.(3)Consumers are more rational in purchase action.Enterprises should not confine their brand profit from the aspect of Internet opinion leader.An overuse of fame cannot increase the consumer perceived quality and help them realize self-concept consistency.Enterprises can take the advantage of Internet opinion leader characteristic to increase the consumer's perceived quality of the product and help them realize self-concept,which will result in an increased sales volume.