网络意见领袖对消费者购买意愿影响的理论模型研究

A Theoretical Model of the Influence of Internet Opinion Leaders on Consumers'Purchase Intention

在网络快速传播发展的时代,消费者在购买某种产品时首先会利用互联网来了解相关产品的信息,以及查看一些对其比较有影响力的人关于此类产品的购后感受。因此,一些人气比较高、专业性比较强的网络意见领袖成为消费者或者其追随者购买某种产品的重要信息来源。本文参考相关文献的研究,整合相关理论,建立了网络意见领袖对消费者购买意愿的理论模型,希望通过分析其理论模型给相关企业一些营销启示。

In the era of rapid development of network communication,consumers will first use the Internet to understand the information of relevant products when purchasing a certain product,as well as to check the post purchase feelings of some influential people about such products.Therefore,some popular and professional opinion leaders become important information sources for consumers or their followers to buy a certain product.This paper refers to the relevant literature research,integrates the relevant theories,establishes a theoretical model of Internet opinion leaders on consumers'purchase intention,hoping to give some marketing enlightenment to related enterprises by analyzing its theoretical model.