Research On The Impact Of Online Opinion Leaders On Consumer's Purchasing Behavior In Social E-commerce Platform

In the Internet age,social media has developed rapidly,and the social characteristics of e-commerce are becoming more and more obvious,giving birth to a new type of e-commerce model,called social e-commerce.The social e-commerce platform provides a new living platform for people,and online shopping has become a new consumption mode.Among them,the spread of word of mouth on the Internet platform is an important feature of social e-commerce.People use the web platform to publish product information or service experiences,and provide reference for others' purchase decisions through online communication.Such a person who expresses opinions on a product or service experience on the Internet and has an influence on others is the online opinion leader.Online opinion leader plays an important role in sharing and disseminating information.They are a bridge between businessmen and consumers,and have attracted more and more attention.In the social e-commerce platform,businesses and enterprises could made full use of network opinion influence to conduct content creation and brand marketing.This paper has clear targets and small entrance,it selects the social e-commerce platform to clarify the research environment,and select online opinion leaders,which have more contact with consumers,as the independent variable.Combing the relevant literature of social e-commerce,online opinion leaders and consumer purchasing behavior,and building the analysis model based on relevant theories.To explore the relationship between online opinion leaders and consumer buying behavior in the social e-commerce environment.This paper has a novel analytical framework,adds perceptive value as a mediator variable,and puts forward the relationship strength as a regulated variable,and verifies it by empirical analysis.This paper adopts paper and online questionnaires to conduct surveys.The survey subjects mainly selected college students and young white-collar workers.SPSS software was used for hypothesis testing and data analysis.The following conclusions were obtained: The professionalism,product involvement,popularity and vision of online opinion leaders are positively correlated with consumerpurchasing behavior.Perceived value is positively correlated with consumer purchase behavior.Perceived value plays an intermediary role between online opinion leaders and consumer purchasing behavior.The relationship intensity regulates the relationship between the online opinion leader and the perceived value,that is,the higher the relationship intensity,the higher the perceived value of the online opinion leader brings to the consumer.Under the social e-commerce environment,the network folk interactive communication is more and more frequent,and consumers have become more dependent on other people's experience.The influence of the online opinion leaders is increasing.This paper studies its impact on consumer purchasing behavior,understands influencing factors and measurement indicators,and then optimizes the information dissemination effect of network opinion leaders.At the same time,it is hoped that the e-commerce platform will attach importance to the online opinion leaders,maintain their right to speak,enrich the content and create a good communication platform.It is hoped that companies will make effective use of their influence and develop targeted marketing strategies.