Research On The Influence Of Online Opinion Leaders On Consumers’ Purchase Intention In Selling Goods Through Livestreaming

Live-streaming with goods is a new type of shopping with social attributes,using social platforms and their functions to give more traffic to the e-commerce industry and has become a new opportunity for online shopping growth in recent years.With the rapid development of the Internet,opinion leaders have accumulated with their advantages to show their personalities and abilities in live streaming,exhibiting different role characteristics and gaining more lucrative traffic than ever before.Consumers are able to perceive the role performance of opinion leaders in the live-stream shopping process and take corresponding purchase decisions.This study attempts to explore the mechanism of online opinion leaders’ influence on consumers’ purchase intention in live-streaming with goods.This study first composes a theoretical model of the influence of online opinion leaders on consumers’ purchase intention based on a review of relevant theories and literature,and proposes a research hypothesis based on the relationship between variables.Then,a questionnaire was designed with reference to the mature scales of existing studies,and pre-research was conducted to improve the content of the questionnaire.After that,596 valid questionnaires were analyzed empirically to prove the influence mechanism of "online opinion leader-perceived value-consumer purchase intention".The main conclusions of this study are as follows:(1)In the live broadcast of goods,the four dimensions of opinion leaders: professionalism,popularity,interactivity and timeliness all positively affect consumers’ purchase intention,and the influence on purchase intention is in descending order of interactivity,timeliness,popularity and professionalism.(2)The four dimensions of opinion leaders: professionalism,popularity,interactivity and timeliness all positively affect consumers’ perceived value.(3)The two dimensions of perceived value,perceived functional value and perceived emotional value,all positively influence consumers’ purchase intention.(4)Opinion leaders positively influence consumers’ purchase intention through perceived value,i.e.,perceived value plays a mediating role.(5)Each dimension of online opinion leaders has both direct and indirect effects on consumers’ purchase intention.Finally,based on the research findings,worthwhile suggestions are proposed for enterprises,consumers,and opinion leaders respectively,and the research shortcomings and outlook of this paper are summarized.For enterprises,they need to pay attention to the influence of opinion leaders and shape and cultivate all-round and diversified opinion leaders,and cooperate with opinion leaders to achieve win-win situation.For consumers,they need to improve their own judgment,clarify their purchasing needs,and reasonably adopt the advice provided by opinion leaders.For opinion leaders,they need to identify their own superior characteristics and bring them into play to enhance consumers’ perceived value.