An Empirical Study On The Influence Of Kol On Consumers' Purchase Intention In The Process Of Information Processing

With the rapid development of mobile Internet,people's consumption habits,consumption environment and consumption patterns have all changed accordingly.From the traditional offline store to the online store now,from the in-store try before you buy,to the base-on-recommendation online one-stop shopping,the transfer of marketing platform and the division of consumers has made a lot of traditional enterprises suffered a certain degree of impact,e-commerce shows a new trend,but also facing great challenges.As the main body of the online shopping behavior,the consumer behavior changes will inevitably affect the adjustment of the strategic layout of the enterprise.With the rise of new media and the spread of social media,the communication environment has changed dramatically.The mass communication began to lose focus,and the mainstream population gradually migrated to new media.The rise of social media has led to the emergence of a number of Internet celebrities,and the existence of this group has become the main force of the current brand communication.Star economy,fan economy has become a hot topic;key opinion leader has a significant impact on consumers.In such a communication environment,the enterprise must adjust the communication strategy to produce the desired propagation effect.In this paper,through the establishment of the concept model based on elaboration likelihood model,empirical research through the questionnaire survey,through the study of the factor analysis of data,SEM analysis model to explore the relationship between different variables,to verify in the cosmetics industry,whether key opinion leaders has the correlation between consumers cognitive and purchase behavior.Based on the data analysis,then draw conclusions and interpretation about the relationship between key opinion leaders and consumer behavior,through analyzing the study found that,in turn,to the cosmetics industry marketing management,put forward some reasonable Suggestions.