Scale design of opinion leaders' impact on online consumers' purchasing intention

摘要

With the promotion of opinion leader's impact on online purchase intention, the problem of how to measure the characteristics of opinion leader, the characteristics of opinion leader's recommendation information and the influence of consumers' characteristics on purchase intention is becoming more and more urgent. Based on numbers of popular scales, this paper designs the questionnaire items for the variables of professional knowledge, product involvement, visual cues, interactivity, functional value and trust involved in the opinion leader influence model, and forms the initial scale. On this basis, with the help of small-scale interviews, small sample pre-test and large sample test, trust and purchase intention fail to pass the validity test. Through correlation coefficient analysis, some questions with lower coefficient value are eliminated, and then the final scale with good reliability and validity is obtained.