电商平台意见领袖对于用户购买意愿的影响--基于平台信誉度和互动质量的研究

Impact of opinion leaders on users purchase intention in e-commerce platform--Research based on platform credibility and interactive quality

相比传统意见领袖,互联网时代带来的消费环境和方式的变化赋予意见领袖新的特征。文章研究了电商平台意见领袖在对用户购买意愿产生影响过程中,平台信誉度的中介作用以及互动质量的调节作用。研究发现,电商平台网络意见领袖、平台信誉度、互动质量对用户购买意愿均存在多种影响机制。

Compared with traditional opinion leaders,the changes in consumption environment and mode in the Internet era bring new characteristics to opinion leaders.This paper studies the mediating role of platform reputation and the moderating role of interactive quality in the process of opinion leaders influencing users purchase intention.It is found that there are many kinds of influence mechanisms on users purchase intention.