The Influence Of Network Opinion Leaders On Consumers' Purchase Intention In Social E-commerce Platforms

It has become a habit for consumers to obtain product information through the Internet before purchasing.Network Opinion Leaders(NOL)who are active on social e-commerce platforms and have rich product knowledge and purchasing experience serve as important information sources for consumers,provide consumers with information or suggestions and therefore influence consumers' purchase behavior.The position of NOL on social ecommerce platforms is becoming increasingly prominent,NOL is of great significance to promote consumer purchase behavior.Therefore,many enterprises or merchants make the communication community of social e-commerce platforms as marketing camps,and use NOL to divert brands and products to increase exposure and product sales.However,some companies or merchants blindly select a large number of NOL to conduct improper promotion activities in pursuit of traffic and sales,which has brought negative effects.Therefore,in order to fully and effectively play the active role of NOL in corporate marketing activities,it is important to explore how NOL influence consumers.From a cognitive psychological perspective,this article builds a research model of the influence of NOL on consumer purchase intentions based on the SOR(stimulus-organismresponse)model and related theories of trust,perceived risk,and perceived value.This article refer to the variable measurement scale in previous studies,and carry out empirical analysis after obtaining data through the network questionnaire survey to verify the influence mechanism of NOL on consumer purchase intention.The research results show that among the four characteristics(expertise,product involvement,interactivity,fame)of NOL,only expertise directly influences consumers' purchase intention.NOL indirectly influence consumers 'purchase intentions through trust,perceived risk,and perceived value: NOL influence consumer trust,trust affects consumers' perceived risk and perceived value of products(perceived risk negatively affects perceived value),and then influence consumers' purchase intention.Based on the research results,this article proposes that enterprises need to attach great importance to the selection,training,and management of NOL.At the same time,they can make reasonable use of head,waist,and long tail NOL,and use big data tools to carry out precision marketing,in order to improve the efficiency and effectiveness of NOL marketing;NOL need to focus on accumulation and self-improvement,strictly control the quality of published content,and reasonably balance their own business interests and consumer rights in order to achieve sustainable development.