Research On The Impact Mechanism Of Online Community Opinion Leader Of Different Characteristics On Innovation Adoption

With the rapid development of online economy,more and more opinion leaders appear in front of consumers and play an increasingly important role in consumers’adoption decisions,thus becoming a new promotion strategy for many brands’ new products.However,how opinion leaders influence the innovation adoption process of consumers and how to maximize the role of opinion leaders in consumers’ decisionmaking still need further analysis and research.Many innovation adoption in this article,through the existing literature,to find new product attributes,consumer characteristics of innovation adoption decision-making plays an important role,and combining the reality of consumption environment,social network effect found in consumers’ role in the process of innovation adoption is more and more big,the opinion leaders of the leading role is more prominent.Therefore,this paper will study consumer innovation adoption based on the impact of product price,consumers themselves and social network,and focus on the relevant influencing factors of opinion leaders in innovation adoption.From the macro perspective of the overall social network effect,under a certain scale of social network,the related attributes of opinion leaders will have the characteristics of external influence,which will cause certain normative pressure on consumers and affect the adoption decision.From the micro perspective of individual opinion leaders due to different opinion leader’s personal qualities will form the inner impact characteristics of opinion leaders,lead to consumers’ different cognition and evaluation of new products and affect the final decision,so this article from the influence of macro and micro point of view,to identify the different characteristics of opinion leaders influence factors,Based on the external and internal influence characteristics of opinion leaders,this paper analyzes how opinion leaders influence consumers’ innovation adoption in a more comprehensive way.Product prices in the process,innovation is limit consumer adoption decisions of the important influence factors can not be ignored,therefore,this article also further to the different characteristics of opinion leaders,in the role of different price levels of innovation diffusion are studied,thus more clear in the face of innovation adoption of different price,should be how to play a role of opinion leader’s biggest influence.This paper studies the individual innovation adopted by a micro perspective,based on the complex social network theory and social identity theory,external characteristic and inherent characteristics of identifying opinion leaders,opinion leaders are due to different personal characteristics and the embodiment of social identity fit with the brand of intrinsic impact characteristics,attitude and size of the opinion leader group as external characteristics,According to expected utility theory and viewpoint dynamics theory,the adoption decision model which is suitable for external characteristics and innovation adoption model under internal characteristics are constructed with social network as the carrier.The simulation system model was built with AnyLogic software to complete the simulation analysis process of innovation adoption under different situations under the influence of external and internal characteristics of opinion leaders,and individual consumers were affected by various influencing factors.The influence of different characteristics of opinion leaders on the innovation adoption process of consumers was verified.At the same time,based on the restrictive effect of the price level of innovative products,this paper analyzes the impact of different characteristics of opinion leaders on the innovation adoption process under different price levels of consumers.The results show that:(1)The positive attitude of opinion leaders towards innovative products can promote the adoption behavior,while the negative attitude can hinder the adoption behavior.The initial attitude change has the strongest hindrance or promotion effect,and the effect gradually weakens with the increase of the evaluation degree.Compared with the negative attitude,the positive attitude has a more significant impact on innovation adoption.(2)Under the positive influence of the positive attitude of opinion leaders,increasing the size of opinion leaders can promote the proportion of innovation adoption.The influence of the size of opinion leaders first increases and then decreases,and the number of opinion leaders with the best promoting effect exists in the social network.(3)With the improvement of social identity fit,the adoption speed and increase range of consumer adoption are continuously improved.The more the social identity of opinion leaders and brands fit,the more significant the promotion effect on consumer adoption will be.To a certain extent,the fit of opinion leaders has a more significant promoting effect on innovation adoption than the influence of size,and the influence of internal characteristics will enhance the influence of external characteristics.(4)The effect of different characteristics of opinion leaders will be affected by the price grade of innovative products.The change of attitude of opinion leaders can promote or hinder the adoption of low-cost innovation more significantly.In the initial growth stage of the scale of opinion leaders,the promotion effect of low-price innovation adoption is stronger,while in the later stage,the promotion effect of high-price innovation adoption is more significant.If the price of innovative products is too high,it will inhibit the promotion effect of social identity fit.In the initial increase stage,fit has basically the same influence effect on the innovation adoption of different prices,and when it increases to a certain level,it has a more significant promotion effect on lowprice products.According to the above research results,this paper provides feasible suggestions for brands to make reasonable use of the influence of opinion leaders in the diffusion of new products,and for innovative products of different price levels to effectively use the role of opinion leaders.