Research On The Influencing Factors Of Customers' Impulsive Buying Behavior In The Context Of Social Media Influencer Marketing

The rapid development of the Internet has changed the way people communicate,and social media has become an important carrier for people to communicate.In this context,social media influencers emerge at the right moment.They have professional knowledge and strong influence in a certain field,and can change consumers' attitude,cognition and behavior.Therefore,enterprises increasingly pay attention to the use of influencers to recommend products,which is influencer marketing.Despite the influencer marketing has been widely in the field of marketing research,but at present domestic and foreign scholars mainly study the influencer marketing situation customer brand attitude and purchase behavior,not considering the influence consumers in the process of using social media to participate in marketing activities of the contingency,the situation customer's impulsive purchase behavior lack of enough attention.Based on this,this paper studies the influencing factors of customers' impulsive buying behavior in the context of social media influencer marketing.Influencer marketing is essentially a means of advertising for enterprises.In the process of receiving the advertisement,consumers will judge the product itself and the information source itself to make purchase decisions.Therefore,this article on the basis of Elaboration Likelihood Model,establish a research model,perceived product value as the central path,affect reputation as the edge of the path,to introduce the customer inspiration and influencer trust as intermediary variables,under the double path,a factor in customer's impulsive purchase behavior and the role of intermediary variable.In this paper,questionnaire survey was used to explore the influencing factors of customers' impulsive buying behavior in marketing context.The maturity scale of existing studies was used to measure the attitudes of respondents from various dimensions.The first-hand data were processed by SPSS 26 and AMOS 26,and the research conclusions were drawn.The functional value and emotional value of central pathway significantly affect the impulsive buying behavior of customers,while the social value has no effect on the impulsive buying behavior.The authenticity and influence of edge path have significant influence on customers' impulsive buying behavior,but expertise has no influence on customers' impulsive buying behavior.Customer inspiration plays a mediating role in the influence of functional value,emotional value,authenticity and expertise on impulsive buying behavior.Influencer trust plays a mediating role in the influence of authenticity,influence,expertise on impulsive buying behavior.The research conclusions of this paper have important implications for enterprise influencer marketing and the development of influencers themselves: enterprises should pay attention to improve the function of products,give them emotional value,and select real influential influencers in the process of influencer marketing.Influenc--ers should treat people sincerely,enhance their influence and gain the trust of consumers.