What Factors of Online Opinion Leader INFLUENCE Consumer Purchase Intention?
نویسندگان
چکیده
With the social trend of e-commerce, as an important source of word-of-mouth, online opinion leader is become more and more popular in industry and academics. Its impact on consumer purchase intention is emphasized as well. Based on communication and persuasion theory, communicator character, information feature and individual perceived value are taken as three basic constructs for influence model construction in this paper. Then, definition of twelve variants including professional knowledge, product involvement, visual cue, timeliness, functional value are defined, as well as their corresponding hypothesis. After take trust as critical mediator and homophily as moderator, model of online opinion leader leadership on purchase intention is put forwarded. Keyword sOnline opinion leader; Purchase intention; Perceived value; Trust
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