Exploring the Influence of Key Opinion Leader on Internet Word of Mouth (IWOM) and Consumer's Purchasing Behavior in Network Live Broadcast

Name: Wanting Shi

ThaSH: Communication in marketing -- Research

ThaSH: Consumer behavior -- Research

Abstract: The rapid development of online streaming in social media has made online interactive live shopping constantly attracting people's attention, and key opinion leader explain commodities through personal experience and communicate with consumers in real-time interaction, precisely because the sticky relationship under two-way communication satisfies the psychological needs of college students in shopping. The rapid development of live broadcasting and the influence of key opinion leader on the college student population is increasing. The influence of key opinion leader on college students has attracted extensive attention from researchers and scholars. In this study, we collected data on key opinion leader, IWOM and consumer purchasing behavior from college students of a university in Guizhou Province by questionnaire survey method. The data were analyzed by SPSS. Through the analysis of the questionnaire data, it was found that the current status of key opinion leader, IWOM and consumer purchasing behavior of college students in social media is at a high level. At the same time, this study also concluded that there are significant differences between key opinion leader and IWOM and consumer purchasing behavior of college students in Guizhou Province based on the comparative analysis of different research background variables. In addition, key opinion leader were found to have a positive correlation between IWOM and consumer purchasing behavior, which suggests that opinion leader have a positive influence on the development of IWOM as well as consumer purchasing behavior. In summary, this study is of great significance to the cultivation of college students' subjective awareness and media literacy; and it can also promote the establishment of college students' correct concept of consumption, and secondly, enterprises can develop more accurate marketing strategies in the subsequent brand development; at the same time, it also puts forward suggestions on Key opinion leaders' personal professionalism and maintenance of their personal image, and lastly, puts forward suggestions to the state in two aspects, on the one hand, the On the one hand, the state should pay attention to the control of the network broadcasting environment; on the other hand, it should correctly guide the concept of college students' consumers. On the one hand, the state should pay attention to the control of the webcasting environment; on the other hand, it should guide the college students to set up correct consumer concepts.

Dhurakij Pundit University. Learning Center and Library.

Address: BANGKOK

Email: library@dpu.ac.th

Name: Li Wei Wei

Role: Principal Supervisor

Modified: 2567-09-24

Created: 2023

Issued: 2024-09-23

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master Of Communication Arts

Level: Master's Degree

Descipline: Communication Arts

Grantor: Dhurakij Pundit University

©copyrights Dhurakij Pundit University

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