The Influence Of The Opinion Leaders On Customers In Social Q&A Communities

The rapid development of the Internet helps online shopping team expand gradually,and consumers face various of good but sometimes do not know how to choose.In this case,they have to search information about products and recommendations by the network.In social networks,you can find that those who are experienced in shopping and have more professional knowledge tend to be followed and followed by consumers.In fact,word of mouth information is the carrier of opinion leaders.When the users are browsing the information,it seems to dialogue with the opinion leader.In the context of the social network,this paper chooses the characteristics of the opinion leader as the subject of influence,and the consumer as the object of influence.The questions to be solved are as follows: what are the key factors that make opinion leaders make influence? What specific effects these features can produce and so on.This paper reviews the related literature research and theoretical research,based on the characteristics of opinion leaders,which are: professional,brand preference,product involvement,visibility and writing ability,as the main research contents.Based on the background of zhihu community,we proposed a model of how online question and answer community opinion leaders influence on consumers' purchase intention.In order to further verify the feasibility of the model,the author uses the python tool to download the best answer from the community about "SLR camera" and the information of answers as the sample data.Constructing the influence model of opinion leaders on consumer purchase intention,and making the research hypothesis according to the relationship between variables,and designing the correlated variable measurement scale.Subsequently,descriptive statistics analysis of observation variables was carried out by using SPSS software.Before the multiple regression,the individual abnormal data were eliminated,and the revised data was substituted into the multiple regression model.Finally,the hypothesis is tested,and the conclusions are as follows:(1)the revised regression results can better explain the influence of opinion leaders on consumer purchase intention.(2)the professionalism,interaction and writing ability of opinion leaders can significantly influence the purchasing intention of consumers.(3)the reputation,brand preference and product involvement of opinion leaders do not significantly influence the purchasing intention of consumers.