基于SOR模式的网络意见领袖对消费者购买意愿的影响研究

The influence of key opinion leaders on consumers’purchase intention based on SOR model

从认知心理视角,基于SOR模式和信任、感知风险、感知价值相关理论,构建网络意见领袖对消费者购买意愿影响的研究模型,实证分析网络意见领袖对消费者购买意愿的影响,重点探究网络意见领袖对消费者购买意愿的影响机制。研究表明:网络意见领袖(S)通过信任、感知风险和感知价值(O)间接影响消费者购买意愿(R)。网络意见领袖影响消费者对网络意见领袖的信任,信任影响消费者对产品的感知风险与感知价值(且感知风险负向影响感知价值),进而影响消费者购买意愿。

From the perspective of cognitive psychology,this paper is to build a research model on the influence of key opinion leaders on consumer purchase intention,and then conduct an empirically study on it based on the SOR model and theories of trust,perceived risk and perceived value.This paper can mainly explore the mechanism that how key opinion leaders influence consumers’purchase intention.The study result shows that key opinion leaders(S)indirectly influence consumers’purchase intentions(R)through trust,perceived risk,and perceived value(O):key opinion leaders influence to what extent they are worthy of being trusted by consumers,and then trust affects consumers’perceived risk and perceived value(perceived risk negatively affects perceived value),finally these affect consumers’purchase intention.