Research On The Influence Of Opinion Leaders Of Online Video Platforms On The Watching Intention Of Animation Audiences

With the development of online video platform and the deepening of UCG(User generated Content)mode,users’ opinions on video platform can be spread more quickly and widely,and the role and influence of user opinion leaders who can exert a great influence on others cannot be underestimated.In the field of animation,there are also a number of opinion leaders in network video platform for positions,by publishing works,like other animation audience to spread information and opinions.Their influence on the animation audience watching animation will more and more extensive and profound.Therefore,study the influence of opinion leaders on the animation audience watch will mechanism for animation spread and marketing is very important.This paper tries to establish a set of influence mechanism model,and tries to explain the influence mechanism and degree of different characteristics of opinion leaders on the watching intention of animation audiences.Through qualitative research,it explores important characteristics of opinion leaders and animation audiences on online video platforms.From the perspective of cognitive psychology,SOR theory was used to design models and put forward hypotheses,and experimental data were collected through questionnaires and semi-structured interviews.Through quantitative research,this paper explores the influence of external stimuli,namely,the six characteristics of opinion leaders——the expertise,interaction,product involvement,idolization and content quality of opinion leaders;the three factors on the psychology of animation audiences,namely,the trust,perceived value,perceived risk;and the behavior of animation audiences,namely,the willingness to watch,and the degree of influence.Results show that the trust as the psychological factor the influence of the animation audience opinion leaders see on intention plays a partial intermediary role,opinion leaders by: opinion leaders-> audience of opinion leaders’ willingness to trust->perceived value-> watch intention this chain affect the animation audience.Popularity and idolization of opinion leaders can significantly affects the animation audience watch will directly;Idolization,the quality of content,expertise,interaction indirectly affects audience’s watching intention through trust,which is more long-term and persistent.Based on the experimental results,this paper tries to give management enlightenment for video platforms,we should pay attention to the training and supervision of opinion leaders;For animation enterprises,if the budget is sufficient and efficiency is pursued,they can choose the opinion leaders with high popularity and idolization for marketing promotion,but they should avoid repeatedly selecting the same opinion leaders.If the budget is limited and long-term benefits are pursued,opinion leaders with high content quality and strong professionalism can be selected as propaganda candidates.For opinion leaders,they should pay attention to the improvement of their professionalism and content quality,and do not forget to output content in the process of idolization,so as to realize self-progress and sustainable development.At the same time,they should certain social responsibilities and plays a positive role in the development of the animation industry and the cultivation of good values for teenagers as well as the guidance of correct public opinion.