Research On The Influencing Factors Of Opinion Leaders On Consumers' Purchase Intention In The Context Of Social E-commerce

With the maturing of the Web 2.0 and Web 3.0,the fast growth of social media,which also integrated into our daily life,people access to and dissemination of information through social media,along with the increase in social media agglomerate crowd,merchants began to use social media to promote product marketing.At the same time,social e-commerce opinion leaders are also playing an increasingly important role in recommending products to consumers,and merchants are gradually aware of the role of opinion leaders.Therefore,many social websites have started to set up special areas for opinion leaders,or to cultivate and build their own opinion leaders.Opinion leaders are generally used in the field of communication.With the development of business and the maturity of network technology,Opinion leaders are gradually introduced into the field of consumer behavior,and a new name KOL(Key Opinion Leader)is formed.In recent years,opinion leaders have been increasingly connected with e-commerce.Since the establishment of Alibaba,Taobao has been in a leading position in the field of e-commerce.Although Jingdong has occupied a position in the field of e-commerce by relying on its own operation,there is still a big gap between Jingdong and Alibaba in terms of overall volume.However,since the launch of Pinduoduo in 2015,it has gained a foothold in the field of e-commerce by relying on social network.Subsequently,it has gathered many stores and attacked the field of social network.Thus,social network has become a forward direction of e-commerce development.Opinion leaders(KOL)based on artificial center for sharing and purchase of goods or services,and in the field of consumers to buy share is becoming more and more big,more and more consumers are willing to believe that the recommendation of opinion leaders and generate the corresponding purchase behavior,therefore,opinion leaders not only affect the consumer buying behavior,provide certain reference to consumer purchase decisions,is also responsible for communication with customers,understand the demands of consumers.So this article mainly study in the electronic commerce environment down social opinion leaders influence on consumer buying behavior,studies show that trust is the main factors influencing the social e-commerce users purchase behavior,opinion leader of professional ability,product involvement degree and position have significant effect on consumers' purchase intention;The timeliness of recommendation information can significantly affect consumers' trust and purchase intention.Individual professionalism and trust tendency have significant influence on trust.Through this study,it is hoped to provide relevant reference Suggestions on how to make better use of opinion leaders for corresponding socialized e-commerce merchants,and provide theoretical basis and reference basis for e-commerce platform operation management,business marketing promotion and user information adoption,etc.