Research On The Effects Of Online Opinion Leaders On Cosmetic Consumers’ Purchase Intention

With the development of the society,people pay more and more attention to the satisfaction of spiritual life,and have higher pursuit for both appearance level and external image.Therefore,the demand for cosmetics also increases sharply.Beauty makeup has become the most discussed topic by users on social media.However,with the advertisement becoming conflict and mistrust,especially cosmetics are those products that must be personally used to feel the functionality.Because the effect of the cosmetic functionality need a long time,many consumers tend to make the purchase decision by face-to-face communication,so that they can talk about the use result of cosmetic.Cause rapid development and extensive use of Internet,network provides people with a new platform in the life.Consumers tend to use the network search to get product information.With their familiarity of cosmetic products and professional and personal charm,many network opinion leaders become the main source for many cosmetics consumer reaching products information.Network opinion leaders’ views influence consumers’ attitudes and purchase intention and merchants gradually realize the important role of opinion leader.This article take the network opinion leaders as the breakthrough point and study which characteristics of network opinion leaders will influence on the consumer purchase intention.This paper has carried on the induction and summarizes relevant literature about the opinion leader,perceived usefulness,brand attitude and purchase intention,which laid a foundation for further study.This study also analyzed the influences of the opinion leaders’ characteristics on consumers’ perceived usefulness,brand attitude and purchase intention.Then this study based on technology acceptance model(TAM)to build the research model and propose the research hypothesis.Finally this paper compiled the questionnaire of this study,pretested and set formally questionnaire.After that,through online questionnaire survey,sample data were collected and 480 valid data were analyzed by SPSS22.0 and AMOS 24.0.This study used reliability analysis,validity analysis,descriptive statistical analysis and structural equation model analysis to verify the model and research hypothesis.The research shows that perceived usefulness and brand attitude are the main factors that influencing cosmetics consumers’ purchase intention.The product involvement,popularity and interaction of network opinion leaders have significant influence on cosmetics consumers’ buying intention.The perceived usefulness and cosmetics consumers’ brand attitude have a positive influence on purchase intention.The expertise,product involvement,homogeneity and interactivity of network opinion leaders have significant influence on consumers’ perceived usefulness.The expertise,product involvement,homogeneity and interactivity of network opinion leaders have significant influence on consumers’ brand attitudes(cognitive brand attitudes and emotional brand attitudes).Based on the analysis of the reality,this study puts forward this five marketing suggestions: attach importance to opinion leaders’ recommendations,correctly identify the network opinion leaders,consciously cultivate opinion leaders,accurately cultivate opinion leaders and pay more attention to the consumers’ perceived usefulness and brand attitude.I hope to provide some reference and suggestions on how to identify network opinion leaders,use network opinion leaders and train network opinion leaders in their own field for the promotion merchants.Also I hope to provide theoretical basis and reference for the marketing promotion of merchants and the development of network opinion leaders.