The Impact Of Opinion Leaders And Platform On Customer Expected Value

Various studies have confirmed that word-of-mouth(WOM)is a more effective way of communication than traditional mass media advertising.And the best publishers of word-ofmouth information,that is,opinion leaders have become an important consulting object for people to obtain useful product information.And the social business platform provides a specific place for the two sides of word-of-mouth,so that they can communicate conveniently,and the product can be sold more effectively.Social Commerce is a new thing in recent years,and the research on related aspects is still in its infancy,and new articles have studied it in combination with specific commodity.Clothing is an indispensable product in people's daily life,and also an important part of all commodity transactions.In recent years,such as Mogujie,Red and other clothing social business platforms have gradually risen.Taobao,Ymatou and other traditional e-commerce in their clothing business have also developed live broadcasting to facilitate consumers and opinion leaders.Therefore,it is necessary to study the impact mechanism of Social Commerce on consumers in the field of clothing.Based on the background of apparel Social Commerce,this paper takes the influence of opinion leaders as the main research content,takes the characteristics of opinion leaders and the platform features of opinion leaders as external stimulus factors,and takes the expected value of customers as the result,puts forward the influence model of opinion leaders on the expected value of customers.The statistical model of structural equation model is used to test the theoretical model proposed in this paper.Firstly,this paper reviews the literature on WOM,Social Commerce,opinion leaders and other related fields.With the help of the grounded analysis method,this paper abstracts the concepts and categories related to the research content,constructs a model of opinion Leaders' influence.according to the relationship between variables,this paper and puts forward research hypotheses.Based on the existing research and scales,this paper develops a measurement scale of related variables,and designs an initial questionnaire.A formal questionnaire is formed through small-scale interviews and pre-sampling tests.Finally,I choose the appropriate research objects to collect data by online and offline methods,and analyzed these data.The Statisticalmethods involved in this paper including descriptive analysis and verification of the theoretical model of structural equation model analysis.Through these analyses,the main conclusions of this paper are as follows:(1)In a good customer expectation value,emotional aspects are generally more difficult to achieve than functional aspects,generally need to form a good functional expectations in order to further form a good emotional expectations.(2)When consumers accept the recommendation of opinion leaders,their expertise significantly improves their functional expectations.In particular,the wearing ability of opinion leaders and their leading position in the industry are two points that consumers attach most importance to.(3)The strength of the relationship between consumers and opinion leaders has no significant effect on the expectation of product function,but has some effect on the expectation of product emotion.The frequency of opinion Leaders' response and the degree of consumers' attention to opinion Leaders' dynamic behavior are the two basic interactive behaviors of constructing strong interaction.(4)The attraction of opinion leaders and the homogeneity of opinion leaders affect emotional expectations through consumers' expectations of product functions.For the appeal of opinion leaders,appearance and figure are the two external attractions that consumers value most.For the homogeneity of opinion leaders and consumers,similarities in physical characteristics and taste are the focus of consumers.(5)For the platform where opinion leaders are located,content usefulness has a significant impact on product function expectations.Among them,the number of high-quality opinion leaders in the platform and their personalized content delivery performance are the most important key points for consumers.Technical ease of use has no significant impact on product function expectations,but has a certain effect on product emotional expectations,in which interface design and opinion leader display function are the two key points.Website brand image has no significant effect on emotional expectations,but has a certain effect on functional expectations.