| With the popularization of the Internet and the development of economic globalization,more and more consumers choose to purchase imported products on cross-border e-commerce platforms,and key opinion leaders can provide consumers with appropriate references and suggestions when faced with massive amounts of information.to increase consumers’ willingness to purchase.Based on the above viewpoints,this paper constructs a research model of the influence of cross-border e-commerce key opinion leaders on consumers’ purchase intentions based on SOR and consumer perceived value theory.Through questionnaire survey,514 samples were collected,and the model was tested using data analysis software.The empirical results show that the professionalism,popularity,interactivity and charisma of key opinion leaders will increase consumers’ perceived functional value and perceived emotional value;the influence of perceived functional value and perceived emotional value on the characteristics of key opinion leaders on consumers’ purchase intention has a mediating role.This study aims to explore the influence of key opinion leaders on consumers’ purchase intention in cross-border e-commerce.By studying the influence mechanism of key opinion leaders,it enriches the existing research and provides appropriate and effective marketing suggestions for enterprises. |
