Research On The Influence Of Opinion Leader's Information Characteristics On Consumers' Purchase Intention Under The Context Of Social E-commerce

With the rapid development of social e-commerce and the widespread use of social marketing,people pay special attention to the research of opinion leaders.Previous studies on opinion leaders have mostly focused on individual characteristics such as professionalism,reputation and product involvement.However,practice has shown that the information characteristics of opinion leaders play an important role in the speed and scope of information transmission.The information quality,information presentation method,and timeliness of information of information characteristics are important for the acceptance and dissemination of information,and also greatly affect consumers' perception of product prices and features,making consumers experience the fun of social shopping and increase their purchase intention.Therefore,studying the information characteristics of opinion leaders in social e-commerce scenarios has great significance to consumers' purchase intention.On the basis of combing social e-commerce,opinion leaders' information characteristics,perceived value,and purchase intention,this paper proposes a theoretical model of the influence of opinion leader information characteristics on consumer purchase intention by referring to the stimulus-organism-response(S-O-R)theoretical model.The model takes the three elements of opinion leader information characteristics as independent variables,purchase intention as the dependent variable,functional value and emotional value of perceived value as mediating variables,and the information expression of opinion leaders as the moderating variable.This paper uses the survey data of 320 social e-commerce users to fit the path of the theoretical model,and tests the mediating effects of functional value and emotional value,using AMOS software to verify the moderating effects of objective and intentional expression of opinion leaders..The results show that:(1)In social networks,the information characteristics of opinion leaders have a positive impact on consumers' purchase intention.The higher the quality of the information,the stronger the consumers' purchasing intention;the more specific the information presentation,the more visual impact and guidance,the stronger the consumer 's willingness to buy;the more timely the information shared by opinion leaders,the more they can lead the fashion,and the more they can cause consumer purchases.(2)Consumers' perceived functional value and perceived emotional value play a mediating role between the information characteristics of opinion leaders and purchase intention.(3)The information expression of opinion leaders has a certain moderating effect on the relationship between consumers' perceived value and purchase intention.The objective expression has no moderating effect on the relationship between functional value and purchase intention,but it has moderating effect on the relationship between affective value and purchase intention.The intentional expression has no significant effect on the relationship between emotional value and purchase intention,but has significant effect on the relationship between functional value and purchase intention.