Author(s)

Ning Wang ¹, Xiaoxin Ma ¹, Yuan Long ¹

Affiliation(s)

¹ School of Data Science, Guangzhou Huashang College, Guangzhou, 511300, China

Corresponding Author

Yuan Long

ABSTRACT

As a new form of e-commerce business, e-commerce live broadcasting has become a hot spot in the current e-commerce industry. Among them, opinion leaders, as an important role in the broadcast room, can have a great impact on consumers' willingness to consume. Taking Taobao as an example, this paper studies the influence of opinion leaders on consumers' willingness to consume. Through the in-depth discussion of the opinion leaders and consumers in Taobao live broadcast, the influencing factors of opinion leaders in the live broadcast are analyzed, as well as their influence on consumers' consumption willingness and their influence mode. The research results show that the professionalism, affinity and influence of opinion leaders have a significant impact on consumers' willingness to consume, and the influence is mainly achieved through product recommendation and purchase guidance. The research results of this paper help to deeply understand the role of and influence mechanism of opinion leaders in e-commerce live broadcast, and provide valuable reference opinions for e-commerce enterprises in the operation process.

KEYWORDS

Opinion leader, Willingness to consume, E-commerce live streaming, Taobao

CITE THIS PAPER

Ning Wang, Xiaoxin Ma, Yuan Long, Research on the Influence of Opinion Leaders on Consumers' Willingness to Consume—Taking Taobao as an Example. Manufacturing and Service Operations Management (2023) Vol. 4: 58-72. DOI: http://dx.doi.org/10.23977/msom.2023.040407.

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