Study on the Influence of Opinion Leaders on Users' Purchase Intention

Social marketing and the web celebrity economy are booming, and a new kind of social e-commerce platform was born. "virtual community" + "e-commerce shopping" platform has become pastime of young people. This study takes opinion leaders in social e-commerce platforms as the research object and explores their influence. It is found that professionalism, interactivity, honesty and ease of use of contents published by opinion leaders have a positive impact on consumers' purchase intention. Finally, based on the results of this study, specific strategies are proposed for social e-commerce platforms, consumers, enterprises and opinion leaders.