Research On The Influence Factors Of Social Media Key Opinion Leaders On Consumers' Luxury Purchase Decision

The mobile Internet continues to change people's lives and consumption patterns.The development of social media provides a platform for the birth and development of key opinion leaders.They build bridges between products and users and influence consumer information acquisition and purchase decisions.At the same time,social media has continued to disrupt the marketing of the luxury industry.Key opinion leaders have become an important medium in the digital marketing strategy of luxury brands,especially for Chinese consumers who are the backbone of the global luxury consumer market.Based on the above background,this article attempts to further clarify the meaning of key opinion leaders and key opinion leader marketing in social media,and explore the influence factors and influence mechanisms of opinion leaders on consumer luxury purchase decisions,with a view to helping luxury companies make better use of key opinion leaders Carry out digital marketing,and promote enterprises to achieve highsharing,high-participation,and high-interaction marketing model transformation.The thesis first summarizes and summarizes the literature of opinion leaders and other related fields,and combines small-scale in-depth interviews to construct the key opinion leaders from the three aspects of key opinion leaders,opinion leader recommendation information,and consumers.model.Based on the previous research and the actual situation of this research,the 201 valid questionnaire survey data were analyzed by descriptive statistics and structural equation verification model.It can be considered that there is a transmission mechanism of key opinion leaders/opinion leader recommendation information/perceived value ? trust ? purchase intention,and the conclusion is as follows:(1)Luxury consumers are more likely to be influenced by their recommendations and have a willingness to buy when they have established purchase needs and a certain familiarity with opinion leaders.(2)In the process of generating purchase intentions influenced by key opinion leaders,the personal professionalism and product involvement of opinion leaders can influence purchase intentions through trust.Popularity and relationship strength are not decisive,but these two factors can act on trust.(3)The characteristics of the information recommended by opinion leaders,that is,the way the information is presented and the degree of detail of the information,have a positive impact on consumers' willingness to purchase.(4)The recommendation effect of opinion leaders will be affected by consumers' perceived value of the recommended products.The higher the consumer's perceptible functional value and emotional value,the higher the trust in opinion leaders,and the stronger the consumer's willingness to buy.(5)Trust is the key opinion leader characteristic,recommendation information characteristic and the key intermediary variable of consumers' influence on purchase intention.Consumers will generate purchase intention on products and brands recommended by the opinion leader by generating trust.Finally,combined with the conclusions of the study,four suggestions are put forward for reference.First,pay attention to the influence of key opinion leaders,and use key opinion leaders to seize the consumer demand of millennials among luxury consumers;second,identify valuable key opinion leaders in luxury from both professionalism and product involvement;Third,focus on the cultivation of key opinion leaders in the form and content of recommended information based on the characteristics of luxury goods.Fourth,further enhance consumers' perception of luxury goods in terms of functional value and emotional value.