Network Of Opinion Leaders Impact On Consumers’ Purchase Intention

With the bombing of consumers of mass media advertising increasingly conflictand distrust，many consumers go through the traditional interpersonal means ofcommunication is face to face to exchange views on a commodity and use ofknowledge before making purchasing decisions． In the high-speed Internetdevelopment and wide use today, the network to provide people with an emergingplatform of life，showing the characteristics of interpersonal communication in manyopinion leaders with the change of the propagation environment is also showing anew attitude，the more and more and more people tend to spread the views andfeelings about the product via the Internet，but also a professional evaluation of someportal to share information on products，share ideas and provide a professionalevaluation of the site is the network of opinion leaders．Their views are theintermediaries when consumers make a purchase decision，which affects consumers’purchasing intentions，many businesses have used a network of opinion leaders formarketing used to promote the spread of the sales and brand image.Based on thisbackground，mainly to take the initiative to the Internet to search for products orservices consumers to buy digital products premise questionnaire was used， thecharacteristics of participants from the information dissemination process， ie to passwithcharacteristics， the network of opinion leaders to disseminate informationcharacteristics，and characteristics of the communication channels of the network ofopinion leaders，analysis of these factors on consumer purchase intention，whileanalysis of the problems of the network of opinion leaders in the dissemination ofinformation，and give full play to the＂Networkthe impact of opinion leaders＂tocreate a good network communication platform．...