Research On The E-commerce Social Media Influencer On College Girls' Purchase Intention Based On SOR Theory

Since 2016,online celebrities have become the trend of the times,and a large number of top e-commerce online celebrities have also taken advantage of the trend,such as "Brother with a product" Li Jiaqi.The rise of e-commerce online celebrities has ignited the fan economy,while coexisting with the fan economy is the purchasing power of fans for their idols' impulse consumption.Based on this phenomenon,e-commerce has become a research hotspot in related fieldsThe influence of e-commerce online influencers on purchase intentions of college girls explored in this study mainly uses questionnaire survey methods.Based on the literature results and in-depth investigations of previous scholars,the research object is clearly identified as college girl students,and e-commerce online influencers are selected.In order to influence the applicators,the influence mechanism of e-commerce online influencers and college girls'purchase intention was investigated in conjunction with SOR theoryFinally,the empirical research of this research found that the usefulness,product involvement,and interactivity of e-commerce online celebrities will positively affect the inner state and willingness of college girls;the professionalism,popularity,and personality of recommendation information The change will not affect the inner state and willingness to buy of college girls.The flow experience and impulsive traits play an intermediary role in the process of the influence of e-commerce influencers on the purchase intention of college girls.