Online Comments On Online Shopping Intention Research On The Influence Of Opinion Leaders Under Negative

With the continuous penetration of social network platforms,online shopping has gradually replaced the dominant position of traditional face-to-face shopping.A series of careers related to online opinion leaders came into being.Webcast,blogger tweets and other forms continue to stimulate consumers’ desire to buy.Internet opinion leaders become the catalyst for enterprises to attract consumers from cognition to purchase behavior.In academia,the research on online opinion leaders is deepening.Mathematicians will explore the impact of online opinion leaders on customers’ purchase intention from the different characteristics of online opinion leaders.The results show that consumers’ purchase intention is significantly affected by online opinion leaders.However,reviewing the previous literature,it is found that in the research process,scholars mostly take the network opinion leader as the information exporter and consumers as the passive information receiver,and rarely consider the behavior that consumers will actively seek other ways to verify the reliability of their information after receiving the information instilled by the network opinion leader.Under this background,based on previous scholars’ research,this study selects network opinion leaders(specialty,product involvement,popularity,interactivity),trust,negative online comments and purchase intention,builds a model,and focuses on the moderating effect of negative online comments.The article further analyzes the collected data through SPSS23.0 and MPLUS7.0software.The empirical results show that,in the main effect,the stronger the professionalism of online opinion leaders,the greater consumers’ willingness to buy;The deeper the product involvement,the stronger the purchase intention;The higher the popularity,the greater the purchase intention;The stronger the interaction,the deeper the purchase intention.In the direct effect,the stronger the professionalism,the deeper the product involvement,the greater the popularity and the stronger the interaction of online opinion leaders,the easier it is to gain the trust of consumers;In terms of mediating effect,trust helps to strengthen the influence of online opinion leaders on consumers’ purchase intention;in terms of moderating effect,the interaction between negative online reviews and online opinion leaders weakens customer trust,so negative online reviews have a significant moderating effect.Finally,according to the conclusion,the author gives some suggestions to platforms and enterprises,and provides some reference value for future research.