| With the development of online communities,people’s interpersonal communication not only takes place offline,but also begins to develop online rapidly.Network opinion leaders help to convey product experiences to more potential consumers,and combine the characteristics of consumers to exert crucial influences on enterprises,brands and product consumption behaviors.On this basis,this paper studies the impact of opinion leaders on consumers’purchase intention in the network environment,and adds two intermediary variables:perceived value and perceived risk to the model,which makes some innovations in the model,and supplements the theory of consumers’ online purchase intentions to some extent at the same time.Firstly,this paper defines opinion leader as the independent variable from four dimensions,and it also defines perceived value and perceived risk as the two intermediary variables.Secondly,this paper uses descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression method to analyze the data,and obtain the following conclusions:(1)The influences of the opinion leaders are positively correlated with consumers’ perceived value and online purchase intentions.(2)Consumers’ perceived value plays a positive intermediary role in purchase intentions.That is,a positive personal image is conducive to winning a high recognition of the public,improving the recognition and satisfaction of the products or services,generating strong social value,enhancing purchase intentions,and then start to implement series purchase behaviors.(3)Consumers’ perceived risk plays a negative intermediary role.All dimensions of the opinion leaders have a certain mitigation effect on perceived risk,so as to enhance consumers’ purchase intentions.Therefore,this paper puts forward some feasible suggestions:(1)pay attentions to the influences of the network opinion leaders,E-commerce enterprises should attach great emphasis to the influences of them.Enterprises can produce or distribute a series of products or services according to the recommendations of popular network opinion leaders.(2)Create appropriate network opinion leaders.In the process of selecting training objects,it should follow the basic principles of great network influences,solid product knowledge and rich experiences in online purchases.Establish an effective communication and exchange the relationship between network opinion leaders and consumers with the help of various forms of activities,meet the needs of consumers for products or services,focus on consumers and improve consumers’ satisfaction;The online platform creates channels for opinion leaders to communicate directly with consumers,adopts various means to comment,display and transmit the information and service content of various products,and provides matching services and products according to the actual needs of different consumers,so as to improve the satisfaction of consumers.(3)Actively respond to the negative news of online opinion leaders.Various preparatory measures shall be taken in advance to scientifically manage the potential negative news that may be generated by network opinion leaders.Enterprises should be cautious,summarize negative information,find out problems and analyze their causes,solve practical problems,accumulate a lot of experience,and earnestly safeguard the fundamental interests of consumers.(4)Improve the level of perceived value of consumers.Adjust and optimize the internal situation of enterprise product type and structure,and combine various means and measures to improve the social value level of consumers’ perception of goods.(5)Avoid consumer perceived risks.Enterprises assist the government in strengthening the standardization of market operation;Pay attention to the security of the website,especially the perfection of the payment system;Improve logistics services;Pay attention to safeguarding their own reputation. |
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