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Opinion Leaders in the Impact on Consumers’ Purchase Intentions Research in SNS

Author: SuYanQiu
Tutor: MaGang
School: Dongbei University of Finance
Course: E-commerce
Keywords: SNS opinion leaders trust purchase intention
CLC: F713.55
Type: Master's thesis
Year: 2013
Downloads: 9
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After2003, China is exceptionally rapid in development of the Internet, and the rapid growth in the number of Internet users. Media types and quantities surge also begin, and become more vertical segments. Along with the "user-generated content" as the core concept of Web2.0raised, and a growing number of SNS. One side, consumers have more extensive access to information channels; in the other side, consumers have a platform of speech and thought, consumers can take the initiative to the product feedback.For a long time, word of mouth has been considered the impact on consumer purchasing decisions critical factors. Along with the traditional reputation of the evolution of the network reputation, word of mouth information in a network environment propagation velocity becomes faster and broader impact, affecting the intensity is more far-reaching. Reputation as an important source of network and communication channels, opinion leaders produced a more significant impact in establish a reputation and consumers for decision. In fact, as early as the1950s, the spread of American sociologists Katz and Lazarsfeld has already begun to pay attention to opinion leaders. After studies, it find that opinion leaders have strong expertise with extensive purchasing experience, interact more closely with the public as well as socio-economic status with a certain person. So they have a face in the promotion of consumers to buy other persuasive, what communication can’t be match advantage. According to relevant survey, compared to traditional advertising content, users will more trust in the contents that their friends with similar hobbies recommended. In other words, more users believe the word of mouth on a certain product or brand reputation what recommended by their minded friends, especially social networking sites users often tend to choose their friends selection of goods and services. Then the role of opinion leaders will be amplified.As more and more consumers tend to buy the product before the network platform Search product related information, opinion leaders became sources of information for many consumers by virtue of their familiarity with the product and professionalism, as well as its show in the network’s personal charm.At the same time, the traditional e-commerce sites have begun to be integrated into the social networking features. Social networks have begun to appear in some of the company’s products advertising or event information, e-commerce and social networking that combines social commerce sites began to emerge. The combination of both commodities and commodity exchange of information into the same system provide consumers with information on products and product-related dual-platform. In front of a large number of product information, social networks can be effectively recommendation is a key factor in the success of its operations one. The opinion leaders as an important channel of mouth information dissemination can effectively solve the problem of the validity recommended. Therefore, more and more companies are starting in social networks as opinion leaders established area, or efforts to train and build their own opinion leaders, in order to provide more effective recommendation.This article is intended to explore the social network of opinion leaders for other factors affecting consumer purchase intention.The study of social networks in the background, it sets up a model of opinion leader influence other consumers purchase intention from characteristics of opinion leaders and information level. Then uses SPSS19.0software descriptive statistical data of the sample, and with SmartPLS2.0M3software research hypotheses for the inspection.In this study, by reading a lot of literature, combing the relevant literature what is identified and researched, integrating literature, defining the relevant concepts and categories, it builds a conceptual model. It presents a hypothesis based on the relationship between variables and conducts a comprehensive analysis of existing research design based on relevant variables measuring scale, screens scale title according to the reliability and validity testing, and then forms a questionnaire. In the next, it chooses a professional platform what is named’Wenjuanxing’ for data collection questionnaire survey, the research objects are college students and recent graduates to work soon. Then it is screening data collected, excluding invalid questionnaires and analysing empirical, it is like that count description of activities online and descriptive of observed variables; then verify the factors of opinion leaders that influence consumers’ purchase intention. Through the103valid questionnaires empirical analysis, the opinion leaders of the most interactivity, relationship strength and consumer confidence in the opinion leaders can significantly influence consumers’ purchase intention.In practice, the conclusions of this study mix the social networks and the integration of e-commerce sites better, specifically it can help businesses become more aware of opinion leaders what factors can significantly affect consumer purchase intention. According to opinion leaders feedback to adjust products and marketing strategies, which help enterprises to obtain the biggest profit and establish a good corporate image.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
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