Research On The Influence Of KOL "Planting Grass" On Users' Purchase Intention ——Take The Little Red Book APP As An Example

With the advent of the Wed2.0 era,the Internet has increasingly become a channel for people to obtain knowledge and share their lives.With the rapid development of e-commerce,users' consumption habits of online shopping have gradually formed.When consumers buy online,cannot really see the physical object,so tend to actively search,obtain product related information and use this as the basis for purchase,at this time some people who can provide key advice for consumers,that is,KOL,through "planting grass" may have a strong impact on the user's willingness to buy and behavior,they are good at using the network to "plant grass" to the public,analyze product information,real experience,etc.In the era of competitive stock,content,KOL,brand,and platform have formed a "circular body",and KOL "planting grass" has become more and more important in marketing promotion.In the context of increasingly fierce competition in the industry,major e-commerce platforms are improving and innovating according to the needs of users and changes in the market,classifying users in a targeted manner,and producing and disseminating content accordingly.Users are gradually realizing the importance of KOL,but there is still a lack of ideas on how to choose and how to use KOL marketing.Therefore,this paper conducts investigation and research from the perspective of users,taking the Little Red Book community e-commerce platform as an example,summarizing the factors that affect the user's willingness to buy by KOL "planting grass",promoting merchants and platforms to better carry out product and service marketing activities,and helping users get better content and experience.Based on the above background,this paper first sorts out and defines the concept of KOL and ELM theoretical model,KOL and consumer purchase intention research,etc.,and takes the content quality and correlation in the "grass planting" characteristics of KOL as the central path according to the ELM dual-path theory,and the credibility of the source and social impact as the marginal path.At the same time,the system sorts out the characteristics of KOL "planting grass" and the development process and marketing status of Little Red Book APP.Then,according to the ELM theoretical model and the use and satisfaction theory,the theoretical model is formulated and the research ideas are sorted out.Finally,on the basis of the mature scale,eight variables and measurement questions were formulated for questionnaire design,and the conclusions were drawn based on SPSS data analysis and empirical analysis.The experimental results show that the content quality,relevance,credibility and social influence of KOL "planting grass" all significantly positively affect the user's purchase intention,of which the content quality has the strongest influence on consumers' purchase intentions,the social influence and source feasibility are relatively weak,and the correlation has the weakest influence on consumers' purchase intentions.In addition,the user's use and satisfaction positively affect the purchase intention,and have a certain intermediary role between the content quality,relevance,source credibility,social impact and consumer purchase intention of KOL "planting grass".