Research On Influence Of KOL Of Short Video Platform On Consumers’ Purchase Intention

In the 5G era,the rapid development of media technology drives the continuous enrichment and upgrading of marketing models.In recent years,many short video platforms have risen rapidly,which perfectly fit the communication scene in the mobile media era,giving birth to a new model of mobile Internet e-commerce marketing.Tiktok,jitter and other short video platforms have become the battleground of businesses.How to commercialize and transform the potential of short video platform has become the key target of advertisers.At the same time,the consumption habits have changed,and the personal influence of traditional KOL has increased.They plays an indispensable role in product promotion and information transmission for the audience.Not only do KOL influence on consumers’ purchase decisions,but also more consumers are prefer to trust the recommendation of KOL.Platforms,fast-moving brands and businesses also began to pay attention to KOL under the new marketing environment.This study is to explore the impact of fast-moving product KOL on consumers’ purchase intention in the short video environment.The research shows that the popularity,relationship strength and detail of recommendation information of KOL have a significant impact on consumers’ purchase intention;The professionalism,popularity,relationship strength of KOL and the detail and effectiveness of recommendation information have a positive impact on consumers’ trust and perceived value;Consumer trust and consumer perceived value significantly affect the purchase intention of short video platform users.According to the empirical results,combined with the development status and trend of fast-moving products industry,this paper gives suggestions from the perspectives of platform,brand merchants,KOL and consumers,hoping to give some reference to the identification and training of opinion leaders,fast-moving products brands and merchants in the field of short video platform,the selection and use of opinion leaders for commercial promotion,the improvement of KOL’s Self-worth and consumers’ rational decision-making,provide theoretical value and guiding significance for e-commerce platform operation management and brand marketing promotion.