Research On The Influence Of Key Opinion Consumer On Consumers’ Purchase Intention Of New Domestic Goods Under Social Platform

With the successive development of social platforms,the social marketing model is progressively mature,and consumers are becoming increasingly rational.The key opinion consumer at the end of the communication system have increasingly become an important link of social marketing.Although key opinion makers have less social appeal and media communication power than key opinion leaders,they are more and more trusted by fans and consumers through in-depth interaction with fans and sharing of real product experience.Some new domestic beauty brands are popular on social platforms through this power.The rise of "national tide" in recent years has provided a broad development space for new domestic brands.This paper reviews and combs the literature on consumers’ purchase intention,key opinion consumer,new domestic goods and stimulating organism response model,and constructs a research model on the impact of key opinion consumer on consumers’ purchase intention of new domestic goods under the social platform.This paper mainly studies the influence of the characteristics of key opinion consumer and their release information characteristics on the purchase intention of new domestic consumers,and the intermediary role of consumers’ brand identity in this influence process.The characteristic dimensions of key reviewers are professionalism,product involvement,relationship strength and homogeneity,the characteristic dimensions of information released by key reviewers are information quality,information timeliness and visual clues of information,and the dimensions of consumer brand identity are personal brand identity and social brand identity.In this paper,the sample data are obtained through online questionnaire survey,and the effective data are analyzed by SPSS 26.0 software.The research hypotheses and models proposed in this paper are verified by reliability and validity analysis,descriptive statistical analysis,correlation analysis and regression analysis.The results show that the professionalism,product involvement,relationship strength and homogeneity of key informants,and the quality,timeliness and visual clues of key informants have a positive impact on consumers’ purchase intention of new domestic goods.Brand identity plays an intermediary role in different degrees in the process of key opinion consumer influencing consumers’ purchase intention of new domestic goods.Personal brand identity plays a partial mediating role in the professionalism,relationship strength,information quality,information timeliness and information visual clues of key opinion consumer,and plays a complete mediating role in product involvement and homogeneity.Social brand identity plays a partial intermediary role in the professionalism,product involvement,relationship strength and homogeneity of key opinion consumer,and plays a complete intermediary role in the quality,timeliness and visual clues of information.According to the research results,this paper finally puts forward relevant suggestions from three aspects: key opinion consumer,consumers and new domestic brands,summarizes this research and puts forward the research prospect.