RESEARCH ON THE INFLUENTIAL FACTOR OF CONSUMER MODEL BASED ON ONLINE OPINION LEADER

Fei Meng¹, Jianliang Wei²

¹Department of Public Foundation Zhejiang Police College, Hangzhou, Zhejiang, China, 310053

²School of computer and information engineering / contemporary business and trade research center Zhejiang Gongshang University, Hangzhou, Zhejiang, China, 310018

With the development of internet and e-commerce, online opinion leader becomes an important information resource which influences the purchase decision and behaviour model of online consumer, although the influential mechanism is still uncertain. In order to obtain a more precise user model, Grounded Theory is adopted in this paper and an interview table is designed according features of online opinion leader. Then, more than 20 online consumers concerning on opinion leader frequently in internet communities such as Taojianghu and Douban are selected for interview. After open coding, axial coding and selective coding on the interview materials, several findings are obtained: professional knowledge and interactive features of opinion leader influenced the purchase intension of consumer; characters such as visual cues and timeliness of recommended information from opinion leader have impact on consumer intension; consumer perceived value of product recommended by opinion leader influenced their purchase behaviour; and trust is the principle reason for consumer’ acceptance on product information recommended by opinion leader.