Research On The Interaction Of Microblog Opinion Leaders And Consumers' Purchasing Intention

With the rapid development of mobile internet,the consumption patterns of consumers have undergone tremendous changes.The characteristics and environment of online shopping have added obstacles to consumer information.Therefore,how to establish consumers' trust in online shopping has become a key issue in academic and business research.Opinion leaders generate valuable interactive information through recommendation and sharing,which has an important impact on consumers' purchase intention.The interactive sharing of micro-blog opinion leaders is one of the effective ways to rescue consumers' trust,which has attracted the attention of enterprises and businesses.This thesis takes the users who often use micro-blog as the research object,takes the interaction of micro-blog opinion leaders to consumers as the breakthrough point,introduces the trust of consumers and consumers' purchase intention,and introduces interpersonal susceptibility as the moderating factor between the interaction of microblog opinion leaders and consumers' trust.On the basis of consumer purchase decision theory and S-O-R model,combined with trust-building theory,this paper constructs a theoretical model of interaction-trust-purchase intention between opinion leaders and consumers on micro-blog.Based on interaction theory and trust theory,the interaction is divided into product interaction and interpersonal interaction,and consumer trust is divided into two dimensions: cognitive trust and emotional trust.This study explores whether the interaction of microblog opinion leaders affects consumers' purchase intention and whether interpersonal susceptibility can mediate the relationship between interaction and consumer trust.In this study,298 valid questionnaires were collected through questionnaire survey.The research hypothesis was tested by SPSS analysis software.The results show that: firstly,the product interaction and interpersonal interaction between micro-blog opinion leaders and consumers have a positive impact on consumers' cognitive trust,emotional trust and purchase intention;consumer trust has a significant positive correlation with purchase intention.Consumer cognitive trust and emotional trust play an intermediary role in the interaction between opinion leaders on microblog and purchase intention.Secondly,the group wi?th high interpersonal susceptibility plays a significant moderating role between the interpersonal interaction of microblog opinion leaders and cognitive trust/emotional trust.That is,the consumer group with high interpersonal susceptibility strengthens the positive influence of the interpersonal interaction of microblog opinion leaders on consumer trust.Based on the hypothesis test results,this thesis proposes the following three management suggestions: firstly,pay attention to the identification and cultivation of opinion leaders,enterprises should be aware of the important role of opinion leaders in network marketing and make use of it;secondly,pay attention to the quality of interaction,enhance consumer trust,and solve the key problems of network marketing;thirdly,pay attention to consumer classification management,and provide comprehensive and diverse interactive information to meet the different needs of different consumers.