Research On The Influence Of We Media Opinion Leaders On Purchase Intention

Since 2012,the self-media platform is in the ascendant,a large number of people have emerged from the media.With the WeChat subscription as the representative,after the survival of the fittest in recent years,the self-media that has received continuous attention from users is often an opinion leader in a vertical field.As “adepts”,they have sharp and unique insights.With its personal qualities and outstanding content,it attracts 100,000 or even millions of followers to form a wide range of influence.At present,88.8% of self-media companies choose to use advertising as a source of revenue,but they still face profitable challenges.In this context,this article cuts in from the point of view of the communicator and examines what factors the self-media opinion leader has in the process of recommending merchandise that will affect the user's willingness to buy;then introduce "trust" as a multi-dimensional concept and explore its role in opinion leaders' influence on users' willingness to act.This article first reviews the relevant literature from the self-media,opinion leaders,trust and purchase intention.Drawing on previous research and combining the development status and characteristics of domestic opinion leaders from the self-media,the influencing factors of self-media opinion leaders on purchase intention are divided into prestige,professionalism,homogeneity,user stickiness and product consistency.In addition,trust is taken as a mediating variable and divided into two dimensions: cognitive trust and emotional trust.Based on the above summary,a conceptual model of self-media opinion leaders' recommendation for users' purchase intentions is established,and research hypotheses are proposed.Then,with reference to the mature scales of relevant studies of domestic and foreign scholars,the scale of this study was developed and tested for reliability and validity.After that,sample data were collected through on-line questionnaire surveys,and SPSS 19.0 software was used to analyze and research the valid data.Among them,descriptive statistical analysis,correlation analysis,regression analysis and intermediary tests are used to verify the model and research hypothesis.The research results show that the prestige,professionalism,homogeneity,user stickiness,and product consistency of the opinion leaders from the self-media positively affect the user's willingness to buy;Emotional trust has a partial mediating role in the above five dimensions of the impact on the user's purchase intention;Cognitive trust plays a mediating role in the influence of prestige,professionalism,user stickiness,and product consistency on purchase intention.Finally,on the basis of the research results,this paper puts forward the strategies that self-media opinion leaders can use for reference in carrying out commodity recommendation and self-media marketing.And summed up the lack of research and future research directions.