An Empirical Research On The Influences Between Network Opinion Leaders And Customers' Purchase Intention

Rapid development and popularization of the Internet has given rise to a new mode of shopping-online shopping.Due to the differences of shopping experience and the service between online shopping and the traditional entity shop,consumers in online shopping before always feel different levels of risk and uncertainty,so explore the influencing factors of consumer online shopping decision and by analyzing these factors to take corresponding measures to reduce the perceived risk and improve the perceived value,to enhance the purchase intention is very important.?2015 China's online shopping market research report?shows,online shopping users most focus on the first factor is the internet word of mouth when they make decision,and the degree of interest is 77.5%.Network opinion leaders as an important producer of word-of-mouth information and communicators,the important participants in the word of mouth marketing,their recommend information will largely affect consumer purchase intention.Studies have shown that a lot of network consumers before placing order will refer to information provided by the online word of mouth to determine their purchase decision.So related product or service information that the network opinion leaders recommend and spread will affects their follower's and other consumer's shopping attitude and intention.This research introduces the perceived value as the intermediary variable and builds a "network opinion leaders-perceived value-consumers purchase intention"theoretical model.Take 199 college students having online shopping experience and under the influence of network opinion leaders as the research sample,and use SPSS 19.0 statistical software tools and the descriptive statistical analysis,the reliability and validity analysis,correlation analysis and multivariate linear regression analysis statistic methods,and for "network opinion leaders influence on consumer purchase intention" has carried on the empirical research.The following conclusions are:(1)Network opinion leaders have a positive significant influence on perceived value.To be specific,network opinion leaders' awareness,and the interaction with consumers are significantly positively influence on perceived value.(2)Perceived value has a positive significant influence on purchase intention.To be specific,for related products or services perceived emotional value and social value are significantly positively influence on the purchase intention,but the function value influences on purchase intention that is not through the empirical test.(3)Perceived value plays a mediating role in the process of network opinion leaders' individual characteristics positively influence on purchase intention.