Research On The Influence Of The Characteristics Of Social Media KOLs On Consumers' Impulsive Buying Behaviors ——Take Consumer Trust As An Intermediary

The rapid development of online social media has promoted the emergence and development of online opinion leaders,and because they can share and recommend products to consumers,they have an important influence on consumers' purchasing decisions,which has aroused the concern of academics and businesses.Pay attention,studies have shown that 40-80% of online shopping is impulse purchases,but in recent years the development of online shopping has encountered bottlenecks.Traditional e-commerce models cannot increase sales,and live streaming has become a new breakthrough.Existing literature mainly studies the influence of the characteristics of opinion leaders on consumers' purchase intentions,but the new generation of opinion leaders emerging from web anchors has not received relevant research.At the same time,it has certain theoretical and practical significance to study the influence of the characteristics of social media opinion leaders in online anchors on consumer impulsive buying behavior from a smaller scale.This paper takes the SOR framework as the basic theory,takes the characteristics of the opinion leaders in the network anchor as the stimulus S,the consumer trust as the emotion O,and the impulsive buying behavior as the individual response R;combined with the source effect and the opinion dynamics theory,the existing research Based on this,construct a research model of the influence of the characteristics of opinion leaders in webcasters on consumers' impulsive buying behavior.Collect data through early interviews and late questionnaires,and use AMOS software to draw model diagrams.After revising the initial model,test whether the hypothesis is true.The research results show that the professionalism,product involvement,interactivity,and popularity of opinion leaders in webcasters significantly positively affect consumer trust and promote consumer impulsive buying behavior.Consumer trust plays an intermediary role.Consumers' personal trust tendencies play a moderating role.On this basis,this article provides suggestions for companies to use network anchors for precision marketing,to make up for the shortcomings of traditional e-commerce,and to promote sales.