Abstract
With the development of the technology and social media, the micro-blog began to enter people's lives. We have a new information environment and more competitive market. Weibo opinion leaders become a hot issue for e-commerce industry and academics. In this paper, we want to explore the effects of micro-blog opinion leaders on consumer's purchase intention. This study uses a modified TRA model and constructs an online questionnaire for data collection. Then, structural equation model is adopted for fitting and path analysis. We found that: In all 16 hypotheses, 9 of them have significant positive correlation, which verified that variants including professional knowledge, product involvement, interaction and consistency influence trust. And at the same time, professional knowledge, product involvement and visual cue impact perceived value directly. The results of this study provide principles for the enterprises to operate the micro-blog marketing.
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