Research The Influence Of Key Opinion Leade On Consumers' Purchase Intentions In The New Media Age

With the rapid development of the Internet,opinion leaders have gained more concentrated traffic and have a larger base of fans.Whether opinion leaders have an influence on consumers' willingness to purchase,and how much impact they are worthy of our research.Therefore,this paper chooses to study the influence of opinion leaders in the new media era on consumers' willingness to purchase.This article contains five parts: The first part is the introduction.This section mainly introduces the background,significance,research content,research ideas and methods of the thesis;the second part is the theoretical basis and literature review.It introduces the theoretical basis of the influence of opinion leaders on consumers' willingness to purchase in the new media era,including relationship marketing theory,perceived value theory,consumer behavior theory and social network and structure theory.It also summarizes the related researches of domestic and foreign opinion leaders,the research on purchasing intentions and the related research on the influence of opinion leaders on purchasing intentions;the third part is the model structure and variables.Through the construction of the model ideas,the theoretical model is constructed and the variables are defined and hypothesized,which lays a foundation for the research.The fourth part is the empirical analysis.First,design the questionnaire and issue a recycling questionnaire.Statistics on the results of the questionnaire provide data sources for the empirical analysis.Then,according to the questionnaire design and survey to obtain the required data,through descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis,regression analysis to demonstrate the influence of opinion leaders on consumers' willingness to purchase in the new media era;The fifth part,conclusions,opinions and prospects.Summarize the empirical results,make recommendations with the empirical results,and finally explain the shortcomings of this paper.Through empirical analysis,this paper obtains the following empirical conclusions: opinion leaders' reputation,professionalism,homogeneity,and user stickiness have a positive impact on consumers' willingness to purchase.Explain that the higher the consumer's recognition of the “famous reputation,professionalism,homogeneity,and user stickiness” of the media opinion leaders,the higher the user's willingness to purchase the products recommended by the media opinion leaders;Professionalism and user stickiness have a positive impact on consumer cognition trust;fame reputation,professionalism,homogeneity,and user stickiness have a positive impact on emotional trust.There are some shortcomings in this article,which need to be further improved in the future.For example,since the focus of the research is to analyze the influence of opinion leaders on consumers' purchase intentions,this article did not conduct some rough related research using different demographic characteristics as variables.According to this part of the study,consumers' differences in gender,age,education,and even income have caused these consumers to be affected by the recommendations of Weibo opinion leaders to varying degrees.This article does not address these possible Study the differences.At the same time,reviewing experts suggested that it is more appropriate to use structural equations to conduct research,which is limited by time and personal ability,and it is too late to adjust.