- 會議論文
The Impact of Key Opinion Consumers on Purchase Intentions--Trust as the Mediator and Participation as the Moderator
摘要
Under the influence of the Internet, consumers have more convenient access to information, which promotes consumers to discover their needs and specific information before purchasing. While key opinion consumers (KOC) will influence consumer behavior before consumer decision. This study will infer the influencing factors of consumer behavior by exploring the characteristics of KOC. This study formulates a theoretical model to explore the factors that affect consumers' purchase intention from three levels of perception, emotion, and behavior in the ABC attitude theory. Questionnaires would be distributed to 400 around college students of Xichang University, China on line. The returned data would be analyzed by SPSS and AMOS software to verify the hypotheses in the conceptual model. It would be expected to provide reference for companies to realize the role of KOC in consumer decision making.