During the 5G era, the rapid progress of the Internet has driven the development of online shopping. There are some differences in service and experience between online shopping and traditional offline store shopping, and consumers always feel differe...
During the 5G era, the rapid progress of the Internet has driven the development of online shopping. There are some differences in service and experience between online shopping and traditional offline store shopping, and consumers always feel different degrees of risk and uncertainty before online shopping. It is crucial to examine the factors that impact consumers' online shopping decisions. and take measures to reduce their shopping risks and increase their willingness to buy. At the same time, the development of communication media technology affects users' consumption habits, and the personal influence of traditional opinion leaders gradually increases, transforming them into opinion leaders in the new marketing environment where the introduction and sharing of goods or services are centered on the individual. On the one hand, they play an indispensable role in recommending products and transmitting information to consumers, and on the other hand, their influence on consumers' purchasing decisions is gradually increasing. Research shows that more and more consumers will refer to product information provided by opinion leaders before placing the order. Platforms, brands and merchants have also begun to think about the value of opinion leaders, and interact to form a business ecosystem in the new marketing environment.
Based on the above background, this study will investigate the impact of key opinion leaders (KOLs) on consumers' purchase intention. from two perspectives: the characteristics of KOLs themselves and the characteristics of KOL' content. Introduce perceived value as the intermediary variable, build a theoretical model, "KOL -perceived value-consumer purchase intention". Taking 304 consumers who followed KOLs on the Internet as research sample, using SPSS to conduct a study on "the influence of KOLs on purchase intentions", The conclusions are drawn:
(1) The characteristics and content of KOLs have a positive and significant impact on consumers' perceived value.
(2) Perceived value demonstrates a positive and significant effect on purchase intention.
(3) Perceived value acts as a mediating factor in the association between the characteristics of KOLs and consumers' purchase intention.