Research On The Impact Of Internet Opinion Leaders On Consumers' Purchase Intention

In recent years,with the rapid development and popularization of the Internet,consumers will choose to use the Internet to understand related information when deciding to buy some products.With the development of social business websites and social platforms,there are a lot of time-characteristic opinion leaders in the network,which is the consumer's understanding of information and the main source.Therefore,product information shared or recommended by opinion leaders will have a huge impact on their followers,thereby affecting their purchase intention.From the perspective of network opinion leaders,this study introduces the variable of consumer perceived value,and takes the perceived value and trust of consumers as a double intermediary,and puts forward a conceptual model of the influence of opinion leaders.This paper first combed the relevant literature of the network opinion leader,perceived value and trust,defined its concept and scope,based on the research focus and the theoretical content,created the concept model of the influence of the network opinion leaders.On the basis of the conceptual model,the variables were defined,the measurement scale was designed,and the questionnaire was selected.The method is used to collect sample data and carry out in-depth analysis,mainly by descriptive statistical analysis,and verify the influence factors such as the characteristics of opinion leaders and relation variables,and draw the main conclusions.The homogeneity,reputation,professionalism and interactivity of Internet opinion leaders will have a great impact on the perceived value of consumers.The impact of consumer perceived value as an intermediary variable on the consumer's purchase intention has a significant positive correlation.Consumers perceive the product value through the characteristics of the network opinion leaders,and then produce the purchase intention.The professionalism,popularity,interaction and homogeneity of online opinion leaders will also significantly affect consumers' trust.Consumers' trust as an intermediary variable affects the effect of the purchase intention and has a significant positive correlation.The more trust of the consumer to the network opinion leader,the more easily it is affected by the recommended information,and then the purchase intention is generated.