Research Of Opinion Leaders' Influence On Consumers' Purchase Intention Of Wechat Marketing

With more than 700 billion users,Wechat has become an important power in social E-business.Both individual businesses and business enterprises regard WeChat as a main channel to promote their products or improve their service.The mode of Wechat marketing has changed the traditional information communication between consumers and businesses.On Wechat platform,celebrities and experts or ordinary consumers can release product information freely.When their recommendation information is accepted by Wechat users,the releasers have become the opinion leaders in Wechat e-commerce amd have some effects on the users.At the same time,the merchants will choose some Wechat opinion leaders deliberately as their communicators to recommend product and service.What characteristics of Wechat opinion leaders will have a greater impact on consumers' purchase intention?This paper takes Wechat opinion leaders' influence as a dependent variable,consumer perceived quality as an intermediary variable,and consumers' individual innovation as a outcome variable,trying to study the relationship between Wechat opinion leaders' influence and consumers' purchase intention.By summarizing the previous literature and combining with the related theories of consumers' online purchasing behavior,this paper combs the connotation of previous studies,the relationship between variables,and the theoretical basis,to establish the model of opinion leaders' influence on consumers' purchasing behavior in Wechat business and puts forward relevant hypothesis.After 410 questionnaires be collected,the data were analyzed by SPSS24.0 and AMOS22.0.The following conclusions are drawn:(1)The expertise,homogeneity with consumers,quality of recommended information,presentation form and validity of information have a significant impact on consumers' perceived value;(2)The involvement of product,professionalism,interaction,presentation mode of recommendation information;the influence of fame and the quality of recommendation information on consumers' purchase intention decreases in turn;(3)perceived quality mediates the relationship between opinion leaders'influence and consumers' purchase intention in Wechat e-commerce;(4)consumer individual innovation can mediate between opinion leaders'influence and consumers' purchase intention.Some suggestions are put forward according to the research results:(1)Businessmen should attach importance to the influence of opinion leaders in Wechat marketing;(2)In order to bring greater influence to consumers,opinion leaders in Wechat e-commerce should put a high value to personal specialty,interaction,product involvement and the quality and presentation of recommendation information.(3)Wechat marketing should accurately fix the target group,and take targeted marketing methods to the consumers who are with different degrees of innovation.