Research On The Influence Of Information Processing Of Internet Gatekeepers On Consumers' Purchases Intention

The rapid development of modern Internet technology has not only subverted the traditional way of information transmission,but also led to innovations in the field of marketing.Online shopping platforms of different forms have not only become the channels for merchants and consumers to conduct transactions,but also become the platforms for presenting commodity information.Different platforms manipulate consumers' purchasing behavior to some extent through different information presentation and information display.Milk powder industry as a special food industry,consumers tend to be highly sensitive to product information,so this paper takes this as an example to study.Based on the research results of the network gatekeeper theory in the new era,this paper abstruses two dimensions of product recommendation agent and network word-of-mouth based on the network platform.On the premise of summarizing the previous research results,the new variables of these two dimensions are selected and refined respectively from the perspective of information processing.In addition,a conceptual model of the effect of information processing characteristics of network gatekeepers on consumers' purchase intention is constructed by summarizing the moderating variable of receiver's professional competence from previous research conclusions of information adoption model.Using SPSS20.0 to carry out empirical research on the questionnaire,the following conclusions are drawn: In the dimension of product recommendation agent,the four aspects of information processing characteristics,namely information individuation,information arrangement,information detail and information reliability,have significant influence on consumers' purchase intention.Among them,information overload has no significant effect on consumers' purchase intention.In the dimension of online word-of-mouth,information diagnostic,information usefulness,information credibility,information quantification and information timeliness have a significant impact on consumers' purchasing intention,while information quality has no significant impact.In the two dimensions of product recommendation agency and online word-of-mouth,different characteristics of information processing have different influences on the ability to regulate the purchase intention of milk powder industry consumers.In the dimension of product recommendation agency,the professional competence of the receiver has a significant moderating effect on the two aspects of information processing characteristics,namely information arrangement and information detail,and the purchasing intention of the milk powder industry consumers.In the dimension of online word-of-mouth,the professional competence of the receiver has a significant moderating effect on the two aspects of information processing characteristics,namely information diagnostics and information quality,and consumers' purchase intention.Gatekeeper theory,based on the network information dissemination theory,consumer purchase decision theory and information adoption model as the theoretical basis,combined with milk powder industry current situation of network gatekeeper information processing influence on consumer purchase intention,hope this research can as related enterprises and organizations provide a certain amount of management advice.