电商直播意见领袖对消费者消费意愿的影响研究
A Study on the Influence of Opinion Leaders on Consumer Consumption Intention in E-Commerce Live Streaming

随着网络的高速发展以及电商的广泛应用，电商直播已经成为了一个新型的购物渠道，凭借实时性好、互动性高的优势越来越获得了广大消费者的广泛认可，并不断产生了经济效益与社会效益。在电商直播中，意见领袖发挥着至关重要的作用，他们通过直播形式向消费者进行产品介绍和展示，引导消费者的购买行为。本文通过分析电商直播中意见领袖对消费者购买意愿的影响，从电商直播意见领袖和消费者购买意愿的相关理论、电商直播意见领袖对消费者购买意愿产生影响的主要原因进行分析，对电商直播意见领袖影响消费者消费意愿提出对策建议，以期促进电商直播的健康发展。
With the rapid development of the internet and the widespread application of e-commerce, the e-commerce live streaming has become a new type of shopping channel. With its advantages of good real-time and high interactivity, it has increasingly gained widespread recognition from consumers and continuously generated economic and social benefits. In e-commerce live streaming, opinion leaders play a crucial role by introducing and showcasing products to consumers through live streaming, guiding their purchasing behavior. This article analyzes the influence of opinion leaders on consumer purchase intention in e-commerce live streaming, and analyzes the relevant theories of opinion leaders and consumer purchase intention in e-commerce live streaming, as well as the main reasons for the influence of opinion leaders on consumer purchase intention. It proposes countermeasures and suggestions for the influence of opinion leaders on consumer purchase intention in e-commerce live streaming, in order to promote the healthy development of e-commerce live streaming.