Research On The Forming Factors Of Opinion Leaders' Influence On The Cosmetic Topic Of Zhihu Q&A Communities

From the era of mass communication to the era of network communication, opinion leaders have always been active information communicator and they provide ideas and views.They set the agenda, provide a perspective for information dissemination, and they influence others' attitudes and behaviors. Entering the Web2.0 era, the development of online Q&A communities and the rise of e-commerce provide a broader platform for opinion leaders. At the same time, it also provides a channel for diffusion. As consumers tend to gain knowledge and collect product information through the web, opinion leaders have become the source of information for many consumers by virtue of their familiarity with the product and their expertise, as well as their personal charisma on the web.Zhihu Q&A Community as a typical example of today's online Q&A communities, the opinion leaders in the community participate in community activities through question and answer, thus influencing the attitudes and behaviors of other users. This study takes the formation factor of opinion leader influence as the main research content, takes the Zhihu Q&A community cosmetics topics as the research background. Through the literature analysis, qualitative observation and content analysis method, this paper sort out and summarize the influencing factors of the opinion leaders in the Zhihu Q&A community.Through the audience survey, data collection and the use SPSS23.0 statistical analysis of the data,we have a preliminary verification of the formation of opinion leaders influence factors.Finally,through interviews,we further validate and integrate the influence factors of community opinion leaders in cosmetics topics. Thus, we come to the conclusion that the influence of the formation of the influence of leaders from the audience's perspective. The following conclusions are drawn from the study: it is opinion leader's expertise and information editing, interaction in the community, group identity, community status, and influential that make them affect the willingness and behavior of Chengdu female college students to produce cosmetics in the Zhihu Q&A community.