Research On The Influence Of Key Opinion Leaders On Consumers' Purchase Intention Based On The SOR Model

The development of mobile Internet technology makes the network social media platforms booming rise,people can exchange information and communicate with each other freely,and the key opinion leaders are the people who play key roles in a social network,they can have a major impact on mass consumers,stimulating consumer's purchase demand,influence their purchase process.In order to explore the purchasing mechanism of key opinion leaders on social media platforms and provide useful suggestions for KOL marketing.This paper,taking SOR theory as basement,combined with information quality and adoption model and purchase decision theory,establishes a research model of the influence of key opinion leaders on consumers' purchase intention.This study includes four dimensions: key opinion leaders' traits,perceived value,trust,and purchase intention.Questionnaire is used to collect consumer data and structural equation model is used to conduct path analysis and model test,for analyzing the direct and indirect impacts of key opinion leaders on consumers' purchase intention.The results show that:(1)the professionalism,popularity,homogeneity and interactivity of key opinion leaders can improve consumers' perceived value and trust;(2)trust plays a partial mediating role in the influence of the professionalism and popularity of key opinion leaders on consumers' purchasing intention;(3)the homogeneity and interactivity of key opinion leaders play a fully mediating role in the influence of consumers' purchase intention.This research proposed the conceptual model of the influence of key opinion leaders on customer purchase intention,explores the mechanism of key opinion leaders sells goods.It can not only enrich existing study about the opinion leaders in the field of marketing,but also has a great realistic significance,it can provide some meaningful advises for the enterprise to realize precise KOL marketing.