Research On The Influence Of The Interaction Of Opinion Leaders In Xiaohongshu Virtual Community On The Purchase Intention Of Users

With the rapid development of Internet finance,more and more people search for information,share and communicate through the Internet.In such an environment,UGC virtual community represented by Xiaohongshu developed rapidly.Users can search and browse in Xiaohongshu virtual community to obtain information they need or are interested in.In the community,some "opinion leaders" who are transformational and influential in related fields promote users' online and offline consumption by recommending or sharing high-quality interactive information,forming a "grass-growing economy".With the development of the community,the commercial operation layout of Xiaohongshu relying on C-end and B-end has gradually matured.The community introduces a large number of opinion leaders to improve user stickiness,content quality and activity of the community,so as to improve the competitiveness of content marketing and enhance the ability of commercial realization.At present,scholars have proved that opinion leaders have an important impact on the purchase intention of users and are an effective way to transform the purchase rate.However,in the community,the influence of the interaction between opinion leaders and users on the purchase intention of users,the influencing factors and the internal influencing mechanism are still not clear.Therefore,this paper aims to explore the influence relationship between the interaction between opinion leaders and users on the purchase intention of users,the influencing factors and the internal influence mechanism between them in the virtual community of Xiaohongshu,so as to provide corresponding marketing management advice for the commercial operation of Xiaohongshu virtual community.Virtual community of users based on the Xiaohongshu as the research object,based on the Xiaohongshu of the interactive virtual community opinion leaders on the user perspective,the introduction of social telepresence as an intermediary factor,the model based on the theory of SOR,and how to use the theory of predecessors' research of interaction,and the theory of social telepresence,build the interactive-social telepresence-purchase intention model.At the same time,based on the actual situation of Xiaohongshu virtual community,the interaction is divided into two latitude: content interaction and interpersonal interaction,and social presence is divided into emotional social presence and cognitive social presence to explore whether the interaction between opinion leaders and users in Xiaohongshu virtual community has an impact on users' purchase intention.Whether social presence can mediate between interactivity and purchase intention.In this paper,260 valid questionnaires were collected by means of questionnaire survey SPSS23.0 software was used to verify the research hypothesis,and the following conclusions were drawn.First,the content interaction and interpersonal interaction between opinion leaders in Xiaohongshu virtual community and users have a significant positive impact on users' purchase intention.Second,the content interaction and man-machine interaction between opinion leaders in xiaohongshu virtual community and users have a significant positive impact on the emotional and cognitive sense of social presence.Thirdly,emotional social presence and cognitive social presence have a significant positive impact on the purchase intention of users in Xiaohongshu community.Fourthly,emotional social presence and cognitive social presence play an intermediary role in the content interaction,man-machine interaction and purchase intention between opinion leaders and users in xiaohongshu virtual community.Finally,based on the above research conclusions,this paper proposes the following three management suggestions: First,Xiaohongshu virtual community should pay attention to the influence of opinion leaders.As a community sharing diversified life information,different opinion leaders can be introduced to meet the personalized needs of different customers.Second,pay attention to the interaction quality of community opinion leaders,establish a strict audit mechanism,hierarchical classification management,enhance user participation,improve customer stickiness;Third,it attaches importance to enriching interactive scenes,optimizing product functions,improving users' sense of social presence and promoting shopping conversion rate.