Research on the Influence of Opinion Leaders on the Consumer Willingness of Post-90s and Post-00s

DOI

10.2991/assehr.k.210121.128How to use a DOI?

Keywords

Opinion leaders, Overseas shopping, Willingness to consume

Abstract

This article explores whether and how the characteristics of opinion leaders and the quality of the information they convey affect the willingness to spend on overseas shopping in the post-90s and post-00s. Through factor analysis and Logit regression analysis, it is found that the popularity and professionalism of opinion leaders in this field has a significant positive impact on the consumption willingness of post-90s and post-00s; the quality of the information transmitted by opinion leaders has a positive impact on the consumption willingness of post-90s and post-00s. Significantly positive impact. Based on the research done, we put forward targeted suggestions on cross-border e-commerce platforms and settled companies, and attach importance to the influence of opinion leaders on consumers born in the 90s and 00s; enhance the visibility, professionalism and quality of information delivered by opinion leaders in this field, and play the leading role of opinion leaders and the function of stimulating consumption.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lu Wang
PY  - 2021
DA  - 2021/01/23
TI  - Research on the Influence of Opinion Leaders on the Consumer Willingness of Post-90s and Post-00s
BT  - Proceedings of the 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020)
PB  - Atlantis Press
SP  - 638
EP  - 642
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210121.128
DO  - 10.2991/assehr.k.210121.128
ID  - Wang2021
ER  -