| Social media has been developing rapidly in recent years,It is obvious that the Internet platform has social features,the depth of various applications for the views of leaders to provide a platform for the impact of proliferation.Opinion leaders is recognized by their own reputation,professional ability and willing to share the character and other characteristics,and become their important source of information.This paper studies the influence of social media as the research background,and takes the influence of the opinion leaders on the online shopping intention of the college students’ groups as the research content,taking the three facets of the information as the research perspective,that is,the information communicator,the information receiver and the information characteristic The conceptual model of the influence of opinion leaders is put forward by choosing the trust of opinion leaders as the middle variable.This paper first combs the literature review and theoretical review of social media,opinion leaders and online shopping intention,and clarifies the related concepts and categories.Based on the research questions and theoretical review,this paper constructs the conceptual model of opinion leaders’ influence,Based on the identification of variables,the design of measurement scales,followed by the use of survey methods to collect sample data.After the data were collected,the data were analyzed in time,mainly the descriptive statistical analysis,and the influencing factors such as the opinion leaders’ characteristics and the relational variables were verified.The main conclusions were as follows:(1)In social media,the visibility of the leaders will directly affect the purchasing power of college students,and showed a significant positive correlation.(2)In social media,the views of professional leaders will directly affect the purchasing power of college students,and showed a significant positive correlation.(3)In social media,opinion leaders spread the characteristics of information on the spread of the effect has a certain impact,but not very obvious.Among them,the visual cues of information will have a positive impact on the trust attitude ofconsumers,and information detail as another information feature will also have a positive impact on trust attitude.(4)Trust as an intermediate variable,affecting the views of the leaders of the college students to buy the effect of the group,the consumer groups through the trust attitude of the views of the leaders of the recommendation to buy.Opinion leaders of the professional ability,visibility,relationship strength,etc;recommended information visual cues,information,etc.will significantly affect the information recipient’s trust,and trust and affect the college students online purchase intention. |
