Research On The Influence Of Net Red Opinion Leaders On Apparel Consumers' Willingness To Buy

With the continuous development of network information,the influence on people is becoming more and more obvious.Due to its convenience and speed,the network plays a very important role in the promotion of products and services.In 2016,it was called “the first year of the Internet Red Year” and “the first year of the live webcast”.With the development of the online red economy,a large number of online red opinion leaders came into being.They catered to the changes in consumers' shopping habits and the willingness to purchase consumers.Have an impact.Therefore,from the perspective of the network red opinion leader,this paper studies which factors will affect the purchase intention of clothing consumers.Taking "microblogging" as an example,through combing and researching relevant literatures,based on the theory of information dissemination,constructing the willingness of clothing consumers to purchase as the dependent variable,the net red opinion leader characteristics,clothing information characteristics and consumer characteristics are Variable,trust is a conceptual model of mediator variables.Based on the data from 423 apparel consumers,AMOS 22.0 software was used to test the relationship between variables in the conceptual model.After analysis,the main findings are as follows:(1)Trust is an important factor affecting the willingness of clothing consumers to purchase,and it plays a mediating role in the impact mechanism.Trust plays a full intermediary role in professionalism,relationship intensity,clothing information consistency,individual cognition,and individual trust tendency and purchase intention,in terms of popularity,attractiveness,clothing information presentation form,clothing information timeliness and purchase intention.Intermediary role,the intermediary between the interaction and purchase intention is not significant.(2)From the comparison of the characteristics of the net red opinion leader and the clothing information characteristics,the effect value of the net red opinion leader feature is higher than the effect value of the clothing information feature,and the overall effect value of the net red opinion leaders is higher.(3)The influence of the ten independent variables on the purchase intention is different.Themost influential is the timeliness of clothing information,followed by the form and attraction of clothing information.These three variables affect clothing through direct and indirect effects.The willingness of consumers to purchase is an important factor influencing the recommendation of the network red opinion leaders.Combine the conclusions to propose the following marketing recommendations:(1)Play the role of the network red opinion leader.Net red opinion leaders are highly sensitive to fashion,and aesthetic collocation is highly cultural,which is very important for promoting the promotion of their own branded products and stores.At the same time,net red opinion leaders should pay attention to communication and sharing.Net red opinion leaders influence consumers through sharing and sharing information,which in turn affects the sales of clothing.(2)Establish the image of the leader of the net red opinion.It is very important for the network red opinion leaders to pay attention to their own external beauty while improving their self-cultivation and attracting consumers' attention.For merchants and enterprises,when choosing the cooperative network red opinion leader,the network red opinion leader must have the image of the brand,which is very important to the production quality of the clothing enterprise product,the product sales service and the social image of the relevant network red opinion leader.(3)A detailed introduction to the recommended form and content of clothing.When the net red recommended clothing,there are pictures and descriptions,and the effect picture of personal body try-on.In the recommendation information,the clothing is also introduced as much as possible,giving consumers more details and providing the product information they need.(4)Pay attention to the cultivation of trust between leaders and consumers.Net red should communicate and interact with consumers to answer some consumers' doubts about clothing and narrow the relationship with consumers.